THE 
DRY  GOODS  BOOK 


By  CHARLES  AUSTIN  BATES 


^'"(s       '> 


iS||: 


. .  .  THE . .  . 


Dry  Ooods  Dook 


Edited  by 

CHARLES  AUSTIN  BATES 


NEW  YORK 
The  Charles  Austin  Bates  Co.  Incorporated 


Copyright 
The  Charles  Austin  Bates  Co.  Incorporated 


73. 


ADVERTISING  A  RETAIL 
DRY  GOODS  STORE. 


Some  dry  goods  men  have  tried  advertising,  and  found 
out  that  it  doesn't  pay. 

Some  men  have  tried  the  dry  goods  business,  and  found 
out  that  that  doesn't  pay. 

Any  man's  failure  at  anything  legitimate  proves  nothing 
beyond  his  own  incapacity. 

The  right  kind  of  advertising  and  management  are  quite 
sure  to  convert  any  small  dry  goods  store  into  a  large  one. 
That  is  the  way  all  the  large  ones  have  been  brought  into 
existence. 

But  the  purpose  of  this  book  is  to  help  those  who  are 
progressive  to  do  better  advertising  rather  than  to  convince 
the  incapable  ones  of  its  imperative  importance. 

Dry  goods  men  as  a  class  are  a  bright,  energetic  lot,  and 
nearly  all  of  them  are  broad-gauged  enough  to  acquire  a 
much  better  knowledge  of  the  art  of  good  advertising. 
Those  who  do  are  sure  to  put  more  impetus  into  their  busi- 
nesses and  enjoy  the  financial  rewards  which  it  will   bring. 

The  poor  dry  goods  advertising  which  occupies  so  much 
space  in  American  newspapers  is  largely  due  to  the  lack  of 
just  such  information  and  help  as  this  book  affords. 

Here  and  there,  in  perhaps  one  town  in  a  hundred,  are 
to  be  found  dry  goods  men  who  have  met  with  phenomenal 
success — men  who  have  outstripped  all  competitors,  and 
built  up  business  seemingly  all  out  of  proportion  to  the 
sizes  of  their  towns.  Such  growths  are  not  instances  of 
luck  nor  the  fruits  of  brains  endowed  with  natural  qualities 
superior  to  yours.  They  are  invariably  the  results  of  vig- 
orous advertising  directed  by  a  liberal  quantity  of  ordinary 
common  sense. 

There  are  such  opportunities  awaiting  men  in  just  about 
ninetj-nine  towns  and  small  cities  out  of  every  hundred. 
This  country  is  young  yet,  and  those  wdio  think  that  golden 
opportunities  are  pretty  thoroughly  exhausted  are  sadly 
deceiving  themselves. 


4  THK  DRY  GOODS  BOOK. 

It  is  true  that  there  is  plenty  of  competition  everywhere, 
but,  aside  from  the  great  cities,  there  is  positively  very 
little  competition  which  will  withstand  a  vigorous  adverti- 
sing campaign  of  the  right  sort.  And  within  the  great 
cities  there  are  so  many  little,  unprogressive  houses  which 
do  not  advertise,  that  a  great,  big,  open  field  is  left  for  tho.se 
who  do. 


THE  FOUNDATION. 

Good  outside  advertising  won't  succeed  in  spite  of  .short- 
comings within  the  store  any  more  than  good  clothes  will 
cover  up  a  man's  ignorance. 

All  kinds  of  successes  depend  upon  consistency,  and  a 
greater  degree  of  it  seems  to  be  essential  in  advertising  than 
in  many  other  business  operations. 

An  ad  in  a  newspaper  can  produce  a  wholesome  effect 
only  b}'  making  good,  strong  claims,  and  then  by  having 
goods  and  conditions  within  the  store  in  harmony  with  the 
claims. 

Therefore  the  foundation  of  your  advertising  depends 
upon  you,  and  your  goods,  and  your  clerks,  and  the  general 
savor  of  your  store. 

You  should  decide  upon  a  course  that  will  result  in  the 
.second  coming  of  your  customer  before  you  make  any  effort 
to  secure  his  initial  purchase. 

Absolute  honesty  is  absolutely  necessary  if  you  are  to 
continue  bu.sine.ss  for  more  than  thirty  days  in  one  place. 
And  it  would  take  a  very  proficient  liar  to  conduct  a  busi- 
ness for  only  the  month  more  profitably  upon  a  dishonest 
basis  than  could  an  honest  man  on  an  honest  basis. 

You  must  know  that  your  clerks  are  just  as  honest  as 
you  are.  You  assume  responsibility  for  their  conduct  when 
you  employ  them,  and  no  one  will  excuse  you  for  any  mis- 
representations on  their  part. 

Politeness  is  almost  as  important  as  honesty.  It  goes 
hand  in  hand  with  it.  Clerks  often  become  impatient  and 
display  their  tempers  to  customers.  And  the  cu.stomers 
u.sually  know  where  there  are  other  .stores  graced  with  polite 
clerks. 

Your  clerks  are  under  obligations  to  you,  but  your 
customers  are  not.     You  can  better  afford  to  discharge  a 


THE  DRY  GOODS  ROOK.  5 

clerk  than  to  lose  a  single  customer.  Clerks  need  a  great 
deal  of  training  and  watching,  and  those  who  "know  it 
all  "  and  won't  be  told  should  be  retired. 

Women  are  the  principal  buyers  of  dry  goods.  And 
women  are  especially  fond  of  bargain  sales. 

When  you  advertise  a  special  sale  of  some  line  or  lines  of 
goods,  very  careful  attention  should  be  given  to  making 
the  occasion  and  its  purpose  thoroughly  apparent.  There 
should  be  just  as  much  enthusiasm  in  the  store  as  there  is 
in  the  ad.  Every  clerk  should  understand  the  claims  of 
the  ad  just  as  well  as  its  author.  The  goods  should  be 
prominently  displayed  with  the  special  price  marked  on 
them.  And  any  attempt  to  side-track  the  special  proposi- 
tion, in  order  to  sell  something  else  on  which  there  is  more 
profit,  will  lower  you  in  the  esteem  of  your  customers.  Of 
course,  if  the  special-sale  goods  don't  suit,  then  every 
reasonable  argument  and  effort  should  be  made  to  sell  some- 
thing else.  One  of  the  principal  advantages  of  cut-price 
sales  is  the  sales  of  other  goods  on  which  prices  are  not  cut, 
but  you  must  be  very  careful  lest  people  think  that  they  are 
gotten  up  solely  for  that  purpose. 


ADVERTISE  IN  THE  NEWSPAPERS. 

When  you  have  the  foundation  in  good,  substantial  shape, 
then  your  advertising  appropriation  should  mostly  go  to  the 
newspapers. 

Everybody  who  reads  the  newspapers  reads  the  ads. 
And  those  who  do  not  read  the  newspapers  are  so  ' '  few 
and  far  between  "   as  to  be  hardly  worthy  of  consideration. 

Women,  especially,  are  great  believers  in  ads,  and  they 
are  pretty  sure  to  know  how  your  prices  compare  with 
those  quoted  in  the  ads  of  your  competitors. 

Newspapers  afford  the  cheapest  and  best  way  of  reaching 
the  public.  They  do  the  compiling  of  the  names,  the 
addressing,  and  pay  the  postage.  It  would  cost  many  times 
as  much  to  mail  circulars.  When  you  use  circulars,  you 
pay  all  the  expense.  When  you  use  the  newspapers,  the 
clothier,  and  the  hardware  man,  and  the  grocer,  and  the 
furniture  dealer,  and  a  whole  lot  of  your  neighbors,  who  do 
not  come  in  competition  with  you,  help  pay  the  expense. 
A  newspaper  is  a  sort  of   co-operative   institution  for  the 


6  THE  DRY  GOODS  BOOK. 

general  good  of  the  public  ;  and  those  who  do  not  utilize  the 
advantages  it  affords  are  certainly  injudicious. 

Some  people  underestimate  the  value  of  newspaper  ad- 
vertising because  they  think  that  there  are  so  many  ads 
together  that  none  will  get  much  attention.  That  is  a  mis- 
take. Ads,  like  people,  get  attention  exactly  in  propor- 
tion to  their  deserts.  There  are  always  so  many  poor  ads 
in  every  paper  that  there  will  be  little  difficulty  in  preparing 
one  so  good  that  it  will  present  a  striking  contrast.  And 
with  a  good  contrast  in  your  favor  you  need  not  worry 
about  the  number  of  other  ads  in  the  paper. 

I  do  not  condenni  circulars  unconditionally.  There  are 
sometimes  conditions  which  render  them  invaluable.  Mer- 
chants in  towns  with  no  newspapers  must  necessarily  use 
them. 

They  may  occasionally  be  used  to  supplement  the  news- 
paper advertising. 

It  will  probably  pay  most  any  dry  goods  retailer  to  keep 
a  list  of  his  customers,  and  mail  them  circulars  several  times 
a  year,  providing,  of  course,  that  the  circulars  are  really 
attractive  and  tell  something  that  is  worth  telling. 

They  may  be  profitably  used  to  announce  the  arrival  of 
the  new  styles  of  dress  goods,  or  wraps,  or  similar  lines,  for 
the  forthcoming  season,  and  should  be  prepared  with  a  view 
of  impressing  each  woman  that  you  are  taking  a  personal 
interest  in  her  welfare.  It  is  an  eas>-  thing  for  a  woman  to 
think  herself  superior  to  most  other  women,  and  if  she  is 
impressed  with  the  idea  that  she  and  a  few  others  of  special 
importance  are  receiving  this  more  personal  attention,  the 
result  will  doubtless  prove  satisfactory.  It  should  be  borne 
in  mind  that  the  only  object  in  using  this  more  expensive 
method  of  adverti.sing  is  to  produce  certain  effects  that  are 
not  possible  with  the  cheaper  advertising  medium.  And 
with  this  in  view  it  would  probably  be  the  cheapest  in  the 
end  to  have  the  circulars  printed  on  a  very  high  grade  of 
paper  so  as  to  permit  the  use  of  some  really  artistic  illus- 
trations. 

Cheap  circulars,  and  cheap  handbills,  and  cheap  boys  to 
distril)ute  them,  are  about  the  most  unprofitable  combina- 
tion ever  looked  upon  as  "advertising."  It  mighi  pay, 
but  your  chance  of  getting  your  money  back  would  be 
equally  good  if  you  were  to  stake  it  on  a  horse-race  or  the 
next  election. 


THK  DRY  GOODS  BOOK. 


BOOKLETS. 


Liberal  and  continued  prosperity  depends  upon  holding 
customers  after  you  yet  them,  and  upon  keeping  them  well 
informed  in  regard  to  your  stock  and  the  fluctuating  prices. 
Regular  customers  will  buj^  just  what  they  think  they  need, 
but  the  shrewd  advertiser  can  often  alter  the  customer's 
estimate  of  her  needs.  If  a  woman  is  exclusively  your 
customer,  you  should  not  be  entirely  satisfied  with  her 
patronage.  Of  course  she  should  not  know  that  you  are 
not  satisfied,  but  you  should  not  allow  her  to  forget  about 
any  new  goods  which  she  may  need  later. 

A  very  valuable  method  of  advertising  is  entirely  ignored 
by  a  very  large  proportion  of  dry  goods  stores  —  the  care- 
ful use  of  booklets. 

A  booklet,  folder,  or  some  similar  piece  of  matter,  should 
be  included  with  every  sale  and  should  always  be  put  inside 
the  package. 

When  a  w^oman  gets  home  with  a  package  she  almost  in- 
variably sits  down  to  rest  and  makes  a  leisurely  inspection 
of  her  purchases.  If  a  pretty,  catchy  booklet  falls  out  of 
the  package  it  is  very  sure  to  get  attention,  and  the  more 
attractive  it  is,  the  stronger  impression  it  will  make.  Very 
likely  it  will  suggest  something  that  she  wants  ;  and  after 
it  has  occurred  to  her  that  she  wants  it,  the  desire  will  grow 
upon  her,  and  in  a  day,  or  a  week,  perhaps,  she  will  buy  it. 
But  if  the  booklet  doesn't  make  the  sale,  it  will  make  a 
good  impression. 

Of  course  this  can't  be  done  with  a  poor,  slouchy  booklet 
such  as  a  fourth-rate  country  printer  would  turn  out.  Nei- 
ther can  it  be  done  with  a  well-printed  booklet,  if  it  be  care- 
lessly written. 

You  can  get  booklets  made  for  about  any  price  you  want 
to  pay.  You  shouldn't  decide  upon  what  you  think  you 
can  afford  to  pay,  and  then  order  accordingly.  You  should 
decide  upon  the  kind  of  a  booklet  that  will  make  the  great- 
est impression,  and  then  pay  what  is  necessary.  You 
can  afford  to  pay  a  great  deal  more  per  capita  to  talk  to 
actual  customers,  than  you  can  to  talk  to  the  public  in 
general. 

Five  hundred  expensive  booklets  put  in  the  right  places, 
will  do  more  good  than  five  thousand  poor  ones  thrown 
about  at  random.     What  I  have  said  in  regard  to  quality  in 


8  THK  DRY  GOODS  BOOK. 

booklets   and   circulars   applies  also  to  stationery  and  any 
other  printed  matter  yon  may  use. 

To  make  more  than  an  ordinary  impression,  it  is  neces- 
sary to  employ  something  above  ordinary  methods.  The 
sole  mission  of  this  book  is  to  make  extraordinary  stores 
out  of  ordinary  ones. 


HOW  MUCH  MONEY  TO  SPEND. 

What  will  be  the  price  of  wheat  a  year  from  to-day  ? 
You  don  't  know.  If  yon  could  always  know  a  year,  or  a 
month  in  advance,  it  would  n't  take  you  long  to  become  a 
millionaire. 

If  you  could  always  determine  a  year  in  advance  just  how 
much  money  to  spend  for  advertising,  and  how  to  spend  it 
to  get  the  very  best  returns,  you  could  be  absolutely  sure 
of  distancing  all  competitors  in  a  very  short  time. 

No  one  can  tell  now  just  how  much  you  may  be  able  to 
spend  profitably  six  months  from  now.  Of  course  an  esti- 
mate can  be  and  should  be  made.  You  should  map  out  a 
course  and  have  a  definite  aim,  but  you  should  alter  your 
course  whenever  j'ou  see  better  roads  to  travel  over. 

If  3^our  advertising  is  paying  well,  the  best  thing  you  can 
do  is  to  try  an  increase.  If  you  can  double,  or  treble,  or 
quadruple  it,  and  still  maintain  the  same  ratio  of  returns, 
then  that  is  what  you  should  do. 

The  man  who  spends  a  thousand  dollars  a  week,  may 
make  more  or  less  than  the  man  who  spends  a  hundred 
dollars.  The  amount  any  one  should  spend  should  be  de- 
termined from  day  to  day,  or  w^eek  to  week,  according  to 
circumstances. 

If  you  make  a  contract  with  a  newspaper  to  use  a  certain 
amount  of  space  during  the  year,  you  should  reserve  the 
right  to  use  just  as  much  or  little  space  in  each  issue  as  you 
choose,  and  to  buy  more  space  pro  rata.  Without  these 
privileges  you  would  not  be  able  to  make  the  most  judicious 
use  of  the  space. 

You  may,  at  any  time,  find  it  advisable  to  greatly  in- 
crease your  advertising  appropriation  in  order  to  cope  with 
new  competition  ;  or  a  new  railroad  or  trolley  line  may  open 
up  new  territory  which  you  could  profitably  cover  under  the 
changed  conditions. 


THE  DRY  GOODS  BOOK.  9 

You  may  be  advertising  in  two  papers,  and  find  it  desir- 
able to  drop  one  altogether  and  double  your  space  in  the 
other.  A  careful  study  will  soon  give  you  a  good  idea  of 
the  relative  value  of  different  papers.  Your  clerks  can  help 
you  to  determine  this  matter.  They  will  often  hear  cus- 
tomers speak  of  your  ad  in  one  paper  or  another,  and  by 
comparing  notes  you  will  see  "  which  way  the  wind  blows." 

WHAT  AN  AD  SHOULD  SAY. 

If  you  deserve  patronage  there  are  reasons  for  it.  Your  ad 
should  tell  the  reasons  rather  than  the  mere  fact  that  you 
are  deserving. 

The  American  people  want  proofs  for  everything. 

If  you  tell  the  people  that  you  can  sell  a  better  grade  of 
silk  for  five  dollars  a  yard  than  any  one  else  can,  you  must 
give  an  honest  reason  for  it  or  the  assertion  will  have  no 
weight.  If  there  is  no  reason,  then  it  must  be  an  untruth- 
ful statement,  and  if  untruthful  it  should  be  left  un.said. 

Perhaps  you  are  an  importer  of  silks.  Perhaps  you  have 
the  exclusive  sale  of  some  silk  maker's  goods.  Perhaps  you 
were  fortunate  enough  to  secure  the  best  job  lot  bargain  of 
the  season.  Perhaps  you  sell  more  silks  than  any  one  else 
in  your  city,  and  therefore  get  the  biggest  discounts.  Per- 
haps you  do  a  little  wholesaling  in  addition  to  your  retail- 
ing, and  thus  have  an  inside  track.  There  might  be  any  one 
of  a  great  many  reasons,  why  you  could  sell  cheaper  than 
your  competitors,  but  if  you  can't,  you  should  simply 
say  that  your  silks  are  the  best  that  can  be  sold  for  the 
prices  asked,  and  talk  a  good  deal  about  their  qualities, 
and  where  they  came  from,  and  how  famous  the  manufac- 
turers are.  There  are  plenty  of  things  to  say  without  en- 
larging upon  the  truth,  and  without  falling  back  upon  any 
old,  hackne^^ed,  meaningless  phra.ses. 

People  want  to  know  what  you  have  to  sell,  and  how 
good  it  is,  and  what  you  charge  for  it. 

Generally  speaking,  every  ad  should  quote  a  price,  or  a 
few  prices.  But  a  price  means  nothing,  unless  the  goods 
are  fully  described 

Don't  try  to  embellish  your  ads  with  big  words  or  flowery 
sentences.  The  great  majority  of  your  customers  are  plain, 
ordinary  people,  who  can  best  understand  plain,  simple, 
concise  language. 


lo  THE  DRY  GOODS  BOOK. 

There  has  been  a  great  deal  of  controversy  over  the 
question  of  long  or  short  ads.  Some  say  an  ad  should  be 
short,  or  people  won't  take  the  time  to  read  it.  Others  say 
it  should  be  long  in  order  to  make  a  big  impression.  It 's 
about  as  senseless  as  the  ' '  is  marriage  a  failure  ? ' '  question 
Some  marriages  are  bad  failures.  Some  are  decidedly 
otherwise.  Some  ads  should  be  short.  Some  should  be 
long.     It  depends  upon  what  you  have  to  say. 

Many  people  make  a  mi.stake  by  trying  to  fill  a  large 
space  when  they  have  but  little  to  say.  Many  will  make 
their  ads  too  brief.  They  will  spoil  a  powerful  argument 
in  order  to  get  the  matter  in  a  dollar's  worth  of  space. 
There  are  so  many  more  ways  to  do  a  thing  wrong  than 
right  that  the  careless  man  usually  does  it  wrong. 

It  is  best  to  make  most  ads  comparatively  short,  but  it  is 
never  wise  to  weaken  a  good  argument  for  the  sake  of 
brevity. 

It  w^ould  be  better  to  have  a  dozen  people  read  a  long  ad 
and  be  convinced  of  something  than  to  have  a  thousand 
people  read  a  short  ad  that  tells  nothing. 

People  will  read  long  ads  if  they  are  worth  reading  ; 
that  is,  the  people  who  are  interested.  An  old  bachelor, 
who.se  interests  are  wrapped  up  in  the  price  of  wheat  isn't 
going  to  read  a  chapter  nor  a  part  of  a  chapter  on  the  new 
styles  of  dress  goods,  no  matter  how  entertainingly  it  may 
be  written.  But  the  woman  who  is  about  to  replenish  her 
wardrobe  will  read  a  whole  page  of  fine  print  about  them, 
if  it  be  instructive  enough. 

The  best  advertiser  is  the  man  w-ho  has  the  best  common 
sense  and  makes  use  of  it.  He  relies  upon  his  judgment 
and  not  upon  advertising  rules  set  forth  by  some  successful 
man  whose  circumstances  were  greatly  different. 

You  should  never  say  anything  in  an  ad  that  you  would 
not  say  personally  to  a  customer. 

If  a  woman  were  to  enter  your  store  you  would  n't  say  to 
her  :  "  This  gigantic  emporium  abounds  with  an  unmatch- 
able  and  resplendent  array  of  startling  and  stupendous 
bargains  at  slaughter  prices." 

And  yet  a  great  deal  of  valuable  space  in  newspapers  is 
filled  with  that  kind  of  twaddle. 

Just  recall  what  you  said  to  the  last  half  dozen  customers 
you  waited  upon,  and  you  will  almost  invariably  recall  good 
material  for  an  ad. 


THE  DRY  GOODS  BOOK.  ii 

Don't  tell  what  5'oiir  competitors  can't  do.  Tell  what 
you   can    do. 

GOOD  DISPLAY. 

Display  means  prominence.  Good  display  means  just 
enough  prominence  to  gain  the  attention,  and  enough  lack 
of  it  to  avoid  a  confusing  jumble. 

The  lack  of  simplicity  detracts  greatly  from  the  effective- 
ness of  many  otherwise  good  ads.  Ad  compositors  in 
country  newspaper  offices  quite  universally  make  the  mis- 
take of  badly  overdoing  the  matter  of  display.  They  fill 
every  bit  of  space  with  black  type  when  possible.  Nine 
out  of  ten  ads  would  be  more  effective  with  no  dis- 
play at  all  than  with  the  country-printer  style  of  con- 
struction. 

Never  more  than  three  kinds  of  type  nor  more  than  three 
heavily  displayed  lines  should  be  used  in  any  one  ad.  And 
only  one  or  two  styles  of  type  and  one  or  two  display  lines 
are  usually  much  preferable. 

I  never  could  understand  the  wisdom  of  making  a  lot  of 
figures  the  largest  thing  in  an  ad.  The  first  glance  at  such 
an  ad  shows  a  lot  of  big  black  figures.  You  have  to  look 
pretty  closely  to  find  out  what  it  is  all  about.  The  price  of 
an  article  is  a  very  important  part  of  its  description,  but  the 
article  itself  is  of  more  importance  than  the  price. 

In  many  of  these  advertisements,  probably  two  fifths  of 
the  total  space  is  occupied  by  the  prices.  It 's  a  waste  of 
space.  The  effect  would  be  very  much  better,  and  the 
advertisement  very  much  easier  to  read,  if  the  prices  were 
set  in  the  same  kind  of  type  that  is  used  in  the  description. 

If  you  must  have  the  prices  in  black  letters,  do  not  make 
them  bigger  than  the  name  of  the  article.  People  do  not 
look  through  the  paper  just  to  strike  some  particular  num- 
ber of  cents  or  dollars.  What  they  want  to  see  first  is 
what  sort  of  goods  are  advertised.  If  a  woman  is  just 
about  to  make  the  baby  some  clothes,  she  will  be  interested 
in  embroidery,  and  she  will  read  all  that  the  advertiser  has 
to  say  about  embroidery.  She  will  find  out  what  it  costs, 
because  the  fact  that  it  is  advertised,  in  mo.st  cases,  indi- 
cates that  it  is  going  to  be  .sold  at  a  reduced  price. 

I  believe  very  strongly  in  the  plan  of  putting  most  of  the 
advertising  effort  on  to  slow-selling  stock. 


12  THE  DRY  GOODS  BOOK. 

If  the  silk  counter  is  doing  all  the  business  it  can,  and  if 
people  are  positively  clamoring  for  silks,  that  department 
will  need  no  advertising. 

If  econom}'  in  advertising  is  any  object,  the  space  should 
be  devoted  to  some  other  stock.  Probably  at  the  time  silks 
are  selling  freely,  wool  dress  goods  are  limping  along  sev- 
eral degrees  behind  last  year's  business.  That 's  where  the 
advertising  ought  to  go.  All  the  silks  need  at  such  times 
is  a  semioccasional  push  and  a  line  or  two  simply  to  tell 
people  that  they  are  there. 

If  the  advertiser  will  keep  careful  record  of  the  daily 
sales  in  each  department,  and  take  last  year's  sales  as  a 
guide  for  this  year's  advertising,  he  will  soon  establish  a 
system  that  will  be  effective  in  the  extreme.  The  effort  is 
always  to  beat  last  year's  bu.siness.  If  the  stock  is  taking 
care  of  itself,  and  will  be  at  last  year's  record  without  help, 
it  is  tolerably  safe  to  let  it  alone,  but  if  it  is  lagging  a  little 
bit,  it  needs  a  good,   strong  tonic. 

Don't  make  the  signature  of  an  ad  the  most  prominent 
thing.  Make  it  a  little  more  prominent,  perhaps,  than  the 
body  of  the  ad,  but  not  nearly  as  large  as  the  head  line. 

Overdisplay  weakens  an  ad  just  as  overwork  weakens 
a  man's  muscles. 

You  wouldn't  read  a  story  if  every  other  line  were  set  in 
a  different  kind  and  size  of  type.  Should  you  begin,  you 
would  lose  patience  and  interest  immediately.  Don't 
expect  people  to  read  your  ads  if  set  in  such   a  style. 

The  simplest,  easiest-to-read  ad  will  be  read  by  the  most 
people.  The  force  of  it  depends  entirely  upon  the  argu- 
ment and  not  upon  large  type. 

There  is  a  growing  demand  for  borders,  and  one  by  one 
new.spapers  are  finding  it  expedient  to  add  them  to  their 
type  equipment.  A  great  many  local  advertisers  are  buy- 
ing their  own  borders,  the  exclusive  use  of  which  they  have 
in  their  local  papers.  The  general  advertisers  and  maga- 
zine advertisers  have  long  been  liberal  u.sers  of  borders. 

Tlie  best  borders  for  general  use  are  clear,  clean,  distinct, 
black  and  white  lines  of  varying  width  and  design.  Gen- 
erally speaking,  the  simpler  the  design,  the  better  the 
border.  A  border  full  of  "curlicues  "  and  details  is  not  as 
strong  as  a  simple  one.  The  border  is  designed  for  the 
purpose  of  cutting  the  ad  out  of  the  mass  of  ads  on  a 
printed    page.     Taken  as  a  whole,  the    type  on  a  printed 


THE  DRY  GOODS  BOOK. 


13 


pag^e  makes  a  sort  of  s^'^Y  color.  Tlie  black  and  white  of 
the  type  and  paper  is  so  mixed  up  and  blended  that  the 
impression  is  not  of  white  paper  and  black  letters,  but  of 
one  uniform  gray  tone.  If  the  border  is  full  of  detail,  it 
has  the  same  general  color  tone  as  the  rest  of  the  page, 
and  so  is  ineffectual  in  separating  its  ads  from  other  ads  or 
reading-matter. 

A  good,  strong,  black  border,  every  line  of  which  is  per- 
fectly distinct,  will  contrast  with  the  gray  of  the  sheet,  and 
this  is  what  makes  it  stand  out.  The  shape  of  the  border 
doesn't  really  make  very  much  difference,  so  long  as  it  is 
strong   and  simple. 


Towels  Pliajc  !• 

and  doesn't  the  whole  thing^ 
look  natural? 

Have  plenty  of  towels  around 
and  here's  your  chance — 

The  30c  large  size  bath 
towels  for  22c — every  bather 
likes  a  large  size  one. 

Only  8c  saved  on  each  one? 
Yes — that's  nearly  a  dollar  on 
a  dozen. 

And  good  bath  towels,  t0f> 
at  that. 

We're  going  to  have  our 
remnant  day  this  Fri- 
day—that's  all   now 

HUGUS  &  HACKE. 


The  above  reduced  reproduction  of  the  Hugus  &  Hacke 
ad  shows  a  style  of  construction  w^hich  is  very  effective. 
The  cut  is  sure  to  attract  attention  while  the  matter  follow- 
ing is  so  plain  and  easy  to  read,   and  written    in    such  a 


14 


THE  DRY  GOODS  BOOK. 


concise,  good-natured  manner  tliat  most  every  one  will  read 
it.  If  the  signature  were  considerably  smaller,  I  think  the 
ad  would  look  much  better,  and  it  would  certainly  be  just  as 
effective.  Those  who  use  a  small  space  can  find  no  better 
style  than  this. 


THIS    .lACKKT    ^AI.E    rON'TINTES    TO-DAY    AT 


ThE-jitYMOOTH 


$ 


1.25. 


$5.00  and  $6.50 

JACKETS 


This  morning  we  place  ou  sale,  to 
be  offered  for  two  davs,  FRIDAY 
and  SATURDAY,  350  Heavy  Black 
Beaver  Jackets,  that  we  paid  ^3.75 
and  4^4.25  for  at  wholesale;  sizes  32, 
.34,  36,  38,  40,  with  large  storm  col- 
lars; Jackets  trimmed  with  braid,  and 
the  best  $5. 00  and  ^C,.50  values  in  the 
city,  for  only 


The  Plymouth  ad  shows  the  use  of  a  pretty  cut,  simple 
but  prominent  display,  and  a  name  plate.  This  ad  shows 
at  a  glance  that  The  Plymouth  sells  $5.00  and  $6.50  jackets 
for  $1.25.  This  is  a  good  ad,  because  its  mission  is  instan- 
taneously apparent.  Then,  those  who  have  further  interest 
are  given  further  facts  in  plain,  straight  reading-matter — 
no  corners  to  turn  nor  embellishments  to  evade.  If  the 
name  plate  were  smaller  the  general  apjiearance  of  the  ad 
would  be  improved. 


THE  DRY  GOODS  BOOK.  15 

Stick  to  simple  display  and  strong  argument  and  you  will 
always  have  effective  ads. 

THE  USE  OE  CUTS. 

The  large  dry  goods  houses  that  use  hundreds  of  dollars' 
worth  of  newspaper  space  daily  can  determine  the  distinct 
advantages  or  disadvantages  of  any  feature  more  readily 
than  those  advertising  on  a  smaller  scale.  And  they  have 
many  times  demonstrated  that  the  liberal  use  of  illustra- 
tions  makes  an  ad  very  much  more  effective. 

This  feature  is  so  valuable  that  many  large  houses  have 
their  ow^n  artists,  and  never  use  an  ad  without  new^  stri- 
king,  original  pictures. 

A  picture  puts  life  into  an  ad.  It  gains  the  attention  of 
many  people  who  would  not  otherwise  become  interested  in 
the  ad. 

While  it  is  often  desirable  to  illustrate  the  article  adver- 
tised, pictures  that  do  not  do  .so,  and  which  are  designed 
only  to  attract  attention,  are  of  great  value. 

An  agent  must  have  two  distinct  qualifications.  He 
must  be  able  to  secure  the  privilege  of  talking  to  a  man 
who  doesn't  want  to  listen  to  him,  and  then  he  must  induce 
the  man  to  buy  his  goods. 

Often  the  man  who  is  persuaded  against  his  w'ill  to  listen 
to  the  agent  is  afterward  very  much  interested  in  the  goods 
and  glad  of  the  opportunity  to  buy. 

The  ad  is  3'our  agent,  and  must  have  these  two  essential 
qualities  infused  into  it. 

A  striking  picture  will  do  more  than  anything  else 
toward  creating  an  interest  in  the  accompanying  argument. 

You  must  bear  in  mind  that  there  is  an  inunense  amount 
of  poor,  uninteresting  advertising  matter  in  most  papers, 
and  that  the  object  of  pictures,  and  borders,  and  simple, 
striking  display  is  to  individualize  it,  and  thus  gain  the 
attention  of  those  who  are  glad  to  read  any  ad  that  tells 
something  w^orth  while. 

SEASONABIEITY. 

A  woman  is  pretty  sure  to  know  when  the  shirt-waist  sea- 
son begins,  and  when  the  golf  season  begins,  and  when  the 
merchant  should  have  his  winter  cloaks  on    sale.     She  is 


1 6  THE  DRY  GOODS  BOOK. 

often  heard  to  remark  that  ' '  Jones  has  a  lovely  assortment 
of  spring  jackets,  but  Smith  hasn't  got  his  new  stock  in 
yet." 

The  dry  goods  man  must  keep  very  close  watch  of  the 
seasons  He  should  always  have  his  goods  in  early  and  be 
ready  for  hot  or  cold  weather  which  may  come  a  little  in 
advance  of  its  schedule  time.  But  don't  adverti.se  them  too 
much  in  advance  of  the  opening  of  the  sea.son. 

The  blow  has  the  most  effect  if  struck  while  the  iron  is 
hot.     The  most  timely  advertising  is  the  most  effective. 

Don't  try  to  hurry  the  seasons.  It  is  a  good  thing  to  get 
ahead  of  competitors,  but  it  is  n't  advantageous  to  get  so 
much  ahead  of  them  as  to  make  j^our  ads  untimely. 

Don't  say  very  much  about  shirt  waists  until  signs  of 
warm  weather  come  to  your  assistance.  Then  say  a  great 
deal. 

A  GUARANTEE. 

A  great  many  people  will  say,  "A  guarantee  goes  with 
every  article  that  leaves  our  store."  That  doesn't  amount 
to  anything.  Perhaps  they  guarantee  to  charge  all  an  arti- 
cle is  worth,  or  more.  Perhaps  they  really  mean  .something 
in  good  faith ,  but  such  a  ' '  guarantee  ' '  seems  to  imply  that 
they  want  to  avoid  any  definite  pronii.se. 

' '  Money  back  if  you  want  it ' '  is  the  most  satisfactory 
and  substantial  guarantee  that  you  can  make.  It  implies 
that  you  have  just  as  nuich  confidence  in  the  merits  of  your 
goods  as  you  want  your  customers  to  have.  That  is  a  great 
point.  That  is  where  the  absolute  honesty  comes  into  con- 
sideration again.  You  should  offer  to  refund  the  money  for 
anything  that  may  prove  unsatisfactory.  If  your  goods 
are  ju.st  as  you  claim,  you  need  n't  worry  about  having  many 
of  them  returned. 

People  don't  buy  goods  for  the  sake  of  returning  them. 
It  isn't  pleasant.  They  come  back  with  them  only  when 
they  believe  they  have  sound  and  sulTicient  rea.sons  for 
doing  .so.  If  your  goods  are  all  right,  they  won't  have 
occasion  to  bring  them  back.  If  your  goods  are  not  all 
right,  you  can  well  afford  to  pay  something  to  find  it  out 
and  to  find  out  why. 

Remember  that  a  dissatisfied  woman  is  a  "powerful 
bad"    advertising  medium. 


THE  DRY  GOODS  BOOK.  17 

SACRIFICE  SALES. 

Many  women  have  what  some  people  style  a  "mania" 
for  bargains. 

There  are  others  who  are  not  very  particular  about  prices 
so  long  as  the}^  are  fairly  moderate.  But  the  bargain  hunt- 
ers outnumber  the  other  class. 

The  men  who  offer  the  most  and  best  bargains  get  the 
most  trade. 

Women  who  are  attracted  by  a  few  cut  prices  very  often 
buy  ten  dollars'  worth  of  goods  at  the  regular  prices  and 
one  dollars'  w^orth  on  which  there  is  a  saving  of  fifty  per 
cent.,  and  go  home  satisfied.  They  may  not  save  very 
much,  but  they  will  plan  their  shopping  so  as  to  take  ad- 
vantage of  whatever  savings  are  offered. 

You  should  hold  special  remnant  sales  often  enough  to 
keep  your  stock  pretty  free  from  them. 

Special,  reduced  price,  clearance  sales  should  be  on  the 
program  often  enough  to  make  everything  go  out  of  your 
store  before  it  goes  out  of  style.  It  is  better  to  be  a  little 
too  early  than  too  late  with  a  sale  of  goods  soon  to  go  out  of 
season. 

While  a  cut-price  sale  a  little  too  early  might  result  in  the 
loss  of  some  full-price  sales,  it  will  better  please  those  w^ho 
buy,  insure  the  sale  of  more  goods,  and  enable  you  to  com- 
mence the  forthcoming  season  in  better  shape. 

WINDOW  DISPLAY. 

People  are  about  a  hundred  times  more  likely  to  want  a 
thing  after  seeing  it  than  before,  providing,  of  course,  that  it 
is  something  worth  having.    ■ 

When  a  small  boy  goes  to  a  circus  for  the  first  time,  he 
is  very  likely  to  decide  that  he  wants  a  steam  calliope  and 
an  elephant  to  substitute  for  his  tin  wagon  and  four-cor- 
nered kite.     Seeing  the  things  creates  the  desire  for  them. 

A  clean,  tastily  trimmed  show-window  does  a  great  deal 
toward  making  a  business  profitable. 

Many  people  could  not  succeed  without  it,  and  many 
others  fail  for  the  want  of  it. 

It  makes  a  great  difference  in  the  outcome  whether  a 
business  is  running  at  just  a  little  loss  or  just  a  little  profit. 


i8  THE  DRY  GOODS  BOOK, 

In  many  instances  a  better  window  display  would  just  turn 
the  tide. 

If  a  woman  sees  a  pair  of  gloves  in  your  window  which 
just  suits  her  fancy  and  the  price  seems  reasonable,  she  will 
probably  buy  them.  If  she  doesn  't  see  any  gloves  in  any 
window  she  will  go  to  John  Smith's  store  for  her  gloves  be- 
cause she  has  always  traded  there. 

Every  time  3'ou  make  a  good,  striking  display  of  some- 
thing in  your  window,  3'ou  will  probably  bring  some  one  or 
more  people  into  the  store  because  of  it ;  and  when  they  get 
inside  they  may  make  several  purchases  before  leaving. 
You  have  probably  done  that  very  thing  yourself  lots  of 
times. 

The  best  window  display  is  that  which  makes  the  most 
distinct  impression  and  is  also  designed  to  make  an  immedi- 
ate sale. 

A  window  may  be  filled  with  pretty  things  and  be  very 
"  showy,"  and  yet  make  no  distinct  impression. 

Don  't  show  a  lot  of  different  things  at  once.  One  or  a 
few  things  will  do  a  great  deal  more  good.  Keep  your  win- 
dow display  in  harmony  with  your  newspaper  advertising. 
If  your  ad  says  shirt-waists,  make  your  window  say  shirt- 
waists.    Have  the  prices  in  the  ad  and  in  the  window. 

I  think  that  about  ninety-nine  times  out  of  a  hundred  it 
is  a  decided  advantage  to  have  a  show  card  giving  the  price 
on  everything  displayed  in  the  window. 

Some  merchants  argue  that  if  any  one  is  interested  in  the 
goods  he  will  come  in  to  ask  the  price,  and  then  the  sales- 
man has  the  opportunity  to  explain  the  merits  of  the  goods 
and  talk  him  into  buying.  This  is  not  the  best  way.  Some 
people  will  come  in  to  ask  the  price.  This  plan  will  cer- 
tainly make  some  sales  that  the  other  plan  would  n't.  But 
the  other  plan  will  certainly  make  man}'  more  sales. 

The  best  wa}'  to  treat  your  customers  is  the  way  that  is 
the  easiest  for  them. 

It_ seems  as  if  some  merchants  always  try  to  keep  their 
prices  secret.  Such  a  disposition  always  implies  to  me  that 
they  have  different  prices  for  different  customers. 

KEEP  AT  IT. 

There  are  two  ways  of  looking  at  advertising,  both  of 
them  right.     Advertising  should  be  done  during  the  dull 


THE  DRY  GOODvS  BOOK.  19 

time  for  the  purpose  of  starting  up  trade  at  that  time,  and 
also  for  the  sake  of  the  benefit  which  will  come  from  being 
continuously  before  the  public's  eye.  A  man  should  just 
as  quickly  think  of  stopping  his  advertising  in  the  summer 
or  in  the  dull  time  after  the  holidays  as  he  should  think  of 
closing  up  his  store  for  several  months  in  the  year,  and 
keeping  it  open  only  when  trade  would  keep  him  busy. 
There  are  probably  many  houses  in  the  country  that  could 
shut  up  for  four  months  in  the  sunmier  and  be  ahead  in 
cash  at  the  end  of  that  four  months.  But  at  the  end  of  the 
next  four,  the  gain  would  not  be  apparent.  It  does  not 
take  people  very  long  to  forget  things,  and  if  the  store  were 
closed  four  months,  or  the  advertising  stopped  four  months, 
a  great  many  people  would  have  forgotten  that  the  store 
was  in  existence. 

The  other  view  of  advertising  is  that  it  ought  to  be 
pushed  during  the  busy  time  when  people  are  ready  to  buy. 
Advertising  can  not  be  expected  to  sell  goods  when  people 
do  not  want  them,  and  it  will  naturally  be  most  effective 
when  it  gives  publicity  to  some  desirable  article  at  just  the 
right  time. 

I  should  think  that  if  a  merchant  carried  a  space  of  four 
inches  single  column  all  the  year  round,  he  ought  to  double 
the  space  for  the  busy  months,  and  occasionally  during  that 
time  he  can  make  larger  spaces  very  profitable. 

In  business,  as  in  all  the  other  affairs  of  life,  everything 
comes  at  once.  When  a  business  man  is  so  busy  with  trade 
and  with  buying  and  receiving  his  goods  that  he  has  no 
time  to  eat  or  sleep,  just  at  that  very  time  his  advertising 
demands  the  most  careful  attention.  Just  at  that  time  his 
advertising  is  the  most  important  part  of  his  business,  and 
usually  it  is  the  most  neglected  part. 


Ready=Made  Ads 
for  Busy  Merchants 


The  following  pages  of  ready- 
made,  illustrated  ads  will  be  found 
invaluable.  They  are  so  varied  that 
something  appropriate  will  be  found 
for  almost  any  occasion. 

You  can  use  the  cuts  with  the 
matter  as  shown,  or  the  cuts  with 
original  matter  of  your  own.  Again 
you  will  find  the  ad  matter,  with 
or  without  alterations  or  additions, 
suitable  to  use  without  the  cuts  if 
you  so  desire.  All  sorts  of  combina- 
tions of  cuts  and  matter  can  be  made. 

When  you  want  cuts,  order  them 
by  number  only.  The  prices  and 
postage  rates  appear  on  inside  of 
front  cover. 

These  ads  are  printed  on  one  side 
of  leaves  only,  with  plenty  of  room 
below  them,  so  that  you  can  add 
prices,  signature,  etc.,  and  then  tear 
out  the  page  to  send  to  the  printer. 
Thus  the  preparation  of  a  daily  or 
weekly  ad  of  the  very  best  kind  is  a 
matter  of  only  a  few  moments'  work. 


No.   1009. 


Our  Prices  Are  Persuasive 


and  coupled  with  the 
extremely  high  grade  of  dry  goods  we 
sell,  they  are  most  convincing.  People 
who  come  here  once  never  go  any  place 
else.  Why  should  they?  Travel  the 
world  over,  they  could  n't  find  better 
goods  at  lower  prices.  The  prices  speak 
for  themselves. 
Look  at  these  : — 


No.   1060. 


Something  to  Admire. 

There 's  always  something  for  women 
to  admire  at  this  store.  We  make  it  a 
point  to  keep  more  attractive  goods  than 

any  other  dealer  in .     We  want  to 

have   it   said   of   us  :     "  Well,    if   

hasn't  got  it,  nobody  in  town  has." 

Another  thing  to  attract  the  buyer  is 
the  price.  We  are  perfectly  satisfied  with 
just  a  little  profit  on  each  sale.  We  want 
lots  of  sales. 


No.    1082. 


The  More  You  Learn 

of  our  dry  goods  prices, 
the  more  certain  we  are  of  your  trade. 
The  more  you  know  about  qualities  the 
quicker  will  you  recof^nize  the  fact  that 
our  goods  are  worth  every  cent  we  ask 
for  them.  We  never  slight  quality  to 
make  a  low  price  ;  all  our  prices  are  as 
low  as  any  one's. 


No.   10S3. 


Women's  Wear  of  Every  Kind. 

Because  one's  underwear  is  out  of  sight 
is  no  reason  why  as  much  pride  should 
not  be  taken  in  it  as  in  outer  gar- 
ments. In  many  cases  there  is  more 
care  exercised  in  the  selection  of  an 
underskirt  than  in  the  choice  of  a  dress. 
We  want  to  .sell  underwear  to  these  par- 
ticular women.  We  want  them  to  know 
that  fine  underwear  may  be  bought  here 
for  the  price  of  cheap-looking  muslins. 


No.     II22. 


Prosperous,  Fashionable, 

Well- Dressed  People  — 

those  who  are  particu- 
lar, and  economical  —  trade  at  our  store  ; 
and  lots  of  them,  too.  They  know  that 
if  we  ask  ten  cents,  or  ten  dollars,  for  an 
article  that  it  is  worth  that  much.  There 
is  no  element  of  chance  when  you  buy 
here. 


Fashion's  Decree. 


By  decree   of   her  imperial  majesty  — 
Queen    Fashion  —  it    has   been   declared 

that and   dress  goods  shall 

reign  supreme  for  spring  wear.  We  bow 
to  the  edict  and  have  ready  a  splendid 
stock  of  these  new  fashions.  There  's  a 
storm  of  styles,  a  wilderness  of  weaves 
for  every  sort  of  a  dress.  Grave  to  gay. 
Never  since  wool  was  spun  and  weavers 
wove,  perhaps,  were  such  reliable,  hand- 
some dress  goods  offered  at  such  pleasing 
prices  as  I  here  quote. 


No.   1 142. 


Harbingers  of  Spring. 

Come  into  the  store  now,  if  you  want  a 
breath  of  spring  time.  Easter  is  com- 
ing, and  after  that,  sunshine  and  balmy 
weather.  You  can  see  what  is  proper  to 
wear  in  our  store.  The  main  ideas  are  : 
Correct  styles,  irreproachable  qualities, 
prices  from  medium  to  high. 


No.  1 145. 


^acS^'- 


Look  In  On  Us 

When  you  need  dry 
goods,  and  you  '11  not  regret  it.  You  are 
always  sure  of  the  lowest  prices  in  the 
State,  and  the  goods  are  always  just  as 
represented. 
This  week . 


No.  1 163. 


For  Your  Spring  Gown. 

The  material  and  the  trimmings  for 
your  Spring  gown  can  be  bought  nowhere 
else  so  wisely  and  economically  as  here. 

The  goods  are  all  you  can  ask —  fresh, 
fashionable,  and  in  wide  variety. 

The  prices  are  even  lower  than  our 
prices  usually  are,  and  that  means  a  great 
deal. 


No.  1171. 


Gloves  for  Spring. 

Unless  you  've  bought  a  pair  of  gloves 
within  a  month,  your  gloves  are  out  of 
style. 

The  gloves  for  this  Spring  are  new  in 
style  and  color. 

All  the  latest  fashions  in  the  stocks  of 
the  leading  glove  makers  are  represented 
in  our  new  line  of  Spring  gloves.  Come 
in  and  see  them. 


No.  1 23 1. 


The  Egg  of  Lent 

will  soon  be  broken, 
and  out  will  step  beauty  and  gladness, 
ready  to  celebrate  Easter  Sunday.  In  ad- 
dition to  our  spring  stock,  and  especially 
for  this  occasion,  we  have  put  in  a  line  of 
goods,  varied,  fresh,  and  stylish  enough 
to  please  the  most  fastidious.  The  wear- 
ing of  something  new  on  Easter  brings 
luck,  and  we  expect  to  sell  something  to 
every  one  in  town  before  then.  Here  are 
a  few  suggestions  :  — 


No.  1232. 


When  a  Woman 


starts  out  to  buy,  she 
likes  to  know  she  can  secure  all  she 
wishes  under  one  roof.  There  is  a  great 
satisfaction  in  knowing  that  you  do  not 
need  to  visit  a  half  dozen  stores  in  order 
to  complete  5'our  purchases.  We  have 
every  thing  that  can  be  desired  in  the 
dry  goods  line,  and  you  will  find  our  de- 
partments stocked  with  bargains  con- 
tinually. 


No.  1244. 


When  Women  Compare  Notes 

about  dress  goods,  and 
a  good  many  other  kinds  of  goods,  they 
are  pretty  sure  to  come  to  the  conclusion 
that  our  store  is  the  proper  place  to  buy 
them.  The  uniformity  of  our  prices  and 
goods  makes  our  store  of  a  good  deal  of 
importance  to  fashionable  women. 


No.  1286. 


FINEST 
ro  REICN 

AND 

DOMESTIC 
r  A  B  R  I  C  S 


Stylish  Women 

are  not  necessarily  rich, 
but  they  are  always  wide-awake.  They 
keep  their  eyes  open,  and  get  their  clothes 
at  a  store  where  large  buying  makes  low 
prices  —  where  styles  are  fresh  and  new  — 
goods  tempting  and  durable. 
For  example . 


No.  1407. 


The  Way  a  Corset  Is  Made 

has  everythirg  to  do 
with  its  comfort,  appearance,  and  wear. 
The Corset  is  made  of  good  ma- 
terial, and  is  flexible.  That's  the  founda- 
tion of  success.  It  will  adapt  itself  to 
any  form,  as  if  the  wearer  were  melted 
and  poured  into  it.  It  could  n't  fit  better. 
Its  flexibility  makes  it  fit  perfectly.  It 
makes  it  comfortable.  It  makes  it  eco- 
nomical.    The  price  is  $ .     There 

is  no  corset  made  which  will  give  the 
same  amount  of  satisfaction,  wear,  and 
beauty  for  the  price. 


No.  1 510. 


Travel  Over  The  World, 

and  you  won  't  find  a 
better  stock  of  parasols  than  we  have 
waiting  to  shade  your  pretty  face  —  be- 
cause we  have  culled  the  daintiest  and 
swellest  creations  from  all  makers. 

The  styles,  designs,  and  color  effects 
are  all  pretty  and  unique.  Every  one  is 
a  genuine  bargain. 


No.  1521. 


The  Bathing  Season 

is  at  its  height.  If  you 
have  been  enjoying  sea  or  lake  baths,  your 
present  bathing  suit  needs  replacing,  and 
we  're  going  to  give  you  the  chance  to  get 
a  new  one  for  a  very  trifling  sum. 
The  quality  is  all  right. 


No.  1547. 


"  Where  Are  You  Going, 

my   pretty   maid  ?  ' ' 

"I'm  going  to  's,  sir,"  she  said. 

And  she  did  come.  Comes  regularly. 
Doesn't  always  buy,  but  looks  about. 
Our  stock  of  dainty  light  goods  for  sum- 
mer dresses  tempts  every  woman  into  ad- 
ding another  to  her  wardrobe. 

We  keep  a  good  stock  of  dry  goods. 
We  know  it  —  almost  every  one  in  town 
knows  it.  Do  you  ?  How  can  you  tell 
what  values  are  here  waiting  for  you,  if 
you  don't  come  and  see. 


No.  1 56 1. 


Some  Women  Look  Weil 

in  shirt-waists  — others 
don't.  Why  is  it?  It's  the  shirt-waist 
and  not  the  woman  which  is  responsible. 
A  dainty  shirt-waist,  in  the  right  pattern 
and  shade,  will  make  any  woman  good  to 
look  upon.  We  keep  all  the  desirable 
styles.  The  latest  and  finest  fabrics  are 
made  up  into  waists  jaunty  and  com- 
fortable enough  to  tempt  any  woman. 
Prices . 


No.  iSoo. 


At  the  Seashore 


or  in  the  country,  one 
always  remembers  thousands  of  little 
things,  which  would  add  to  her  comfort, 
if  she  had  only  thought  to  buy  them. 
Now  we  are  reminding  you.  There  's  no 
excuse  for  forgetting.  Whatever  a  first- 
class  dry  goods  store  should  keep,  you  will 
find  here.  Fresh  goods  and  low  prices 
constitute  our  stock. 


NO.   1802. 


These  Blazing  Days 

a  parasol  is  an  absolute 
necessity  to  the  woman  who  would  not 
suffer  discomfort  and  have  her  complex- 
ion ruined  by  the  blistering  sunshine.  A 
woman  can't  find  a  better  stock  of  para- 
sols than  we  have  to  shade  her  pretty  face. 
The  very  daintiest  and  swellest  creations 
of  the  parasol  maker.  They  are  worth  a 
long  trip  to  look  at,  even  if  you  don't 
propose  to  buy. 


No.  1803. 


It  May  Be  Hard  To  Decide 

which  or  what  to  buy, 
because  there  are  so  many  good  bargains 
here,  but  whatever  you  do  buy  will  be 
w^ell  worth  all  you  pay  for  it.  We  don't 
do  business  on  any  other  basis.  We 
can't  afford   to. 


No.  1S04. 


There  she  j^oes,  dressed  so  neat, 

As  pretty  and  styUsh  as  she  is  sweet. 

Everybody  who  trades  with  us  looks 
styUsh  —  and  the  transactions  are  so  sat- 
isfactory that  they  can't  help  but  be 
sweet.  There  's  more  cause  than  ever  for 
satisfaction  just  now. 

Room  has  to  be  made  for  fall  stock,  and 
some  of  the  prices  are  sliding  down  hill. 

Here's  something  which  ought  to  in- 
terest vou. 


No.   1805. 


Right  This  Way. 

Flying  's  not  too  qnick  a  mode  of  travel 
if  you  wish  to  take  advantage  of  these 
offers  of  ours.  We  don't  believe  you '11 
see  "their  likes"  again  this  summer. 
Here  they  come  :  — 


No.    iSo6. 


GRAND    SAZA 


% 


TiT 


Bring  Your  Husband 

and  the  children  and 
the  serv^ants,  if  you  expect  to  carry  home 
what  you  purchase  here.  Of  cour.se  we 
deliver  things,  but  most  shoppers  are  so 
anxious  to  get  at  their  bargains  that  they 
trot  home  with  them  themselves. 

Some  hot  day  when  }'ou  want  to  get  a 
breeze  from  autumn  come  into  the  store. 
The  pretty  fall  goods  all  about  will  keep 
you  cool  as  a  cucumber. 


No.   1807. 


Through  the  Hot  Summer 

Jack  Frost  has  been 
busy  weaving  dress  goods  for  autumn. 
He  has  forgotten  neither  the  maids,  ma- 
trons, nor  children.  The  result  of  his 
work  may  be  seen  any  time  you  care  to 
call.  Drop  in  and  wander  about.  Get 
acquainted  with  the  many  beautiful  styles. 
Prices  are  economical,  too.  A  very  little 
money  will  buy  a  great  deal  of  style  and 
beauty. 


No.   iSoS. 


Coming  and  Going. 

There 's  a  constant  procession  of  all 
the  siunnier  dry  goods  needfuls  passing 
through  our  hands  every  week. 

They  come  straight  from  the  makers 
of  the  best  and  most  stylish,  and  go 
straight  to  the  homes  of  people  who  want 
the  best  and  know  they  can  get  it  here 
for  the  least  money. 

Here  are  some  items  that  ought  to 
interest  vou. 


No.   1809. 


We  Have  a  Line 

of  wearables  for  school 
girls  that  will  please  every  mother  and 

every    mother's     daughter     in     . 

"Anything"  isn't  good  enough  for 
school  wear.  In  the  schoolroom,  as  in 
the  world,  clothing  marks  the  standing, 
and   determines    the    treatment,    of    the 

wearer.     We  think at cents  a 

yard,  would  make  a  serviceable,  pretty 
dress,  and  as  for  style  —  it's  one  of 
the  most  stylish  pieces  of  material  in 
the  store.  Other  items  for  the  little 
misses :  — 


No.   1810. 


You  Can't  Stop  It. 

The  school-bell  will  ring.  It 's  hard  to 
commence  again,  but  think  of  the  new- 
dresses,  gloves,  and  hats  which  we  have 
here  for  you.    We  're  anxious  to  fit  every 

Miss  in out  in  serviceable,  stylish 

costumes,  and  we  can   do  it  for  a  great 
deal  less  than  vou  think,  too. 


No.  1812. 


Even  a  Pretty  Woman 

would  n't  look  attract- 
ive in  a  dowdy  dress.  A  stylish  dress — like 
a  good  house — depends  on  the  foundation 
— on  the  material.  If  it  is  nicely  woven, 
firm,  and  carefully  made,  the  dress  can 
not  help  but  be  a  success.  We  pride  our- 
selves on  our  dress  goods.  We  have 
skirmished  the  countries  near  and  far  for 
the  daintiest,  the  most  durable,  most  sty- 
lish, and  most  exquisite  patterns  19th 
century  looms  ever  produced.  They  're 
here  to  be  looked  at.     Come  and  look. 


No.   1S14. 


Dainty  Gloves 

carry  an  atmosphere 
of  their  own.  They  breathe  of  good 
breeding  and  refinement — however  plain 
the  dress  may  be.  You  will  find  no  bet 
ter  glove  stock  than  ours,  no  matter  where 
you  go — for  what  can  l)e  better  than  the 
best?  We  know  all  the  di.sagreeable  glove 
traits — we  know  how  provoking  it  is  to 
have  buttons  fly  off,  and  little  rips  peep 
conspicuously  from  the  back  of  your 
hand  the  first  time  you  wear  a  glove. 
We  have  looked  out  for  these  things  in 
buying  our  glove  stock.  We  have  made 
sure — along  with  the  style — that  they  are 
carefully  made  of  tine  material.  This 
doesn't  mean  that  the  prices  are  way  up 
either. 


No.   1815. 


The  Host  Critical  Judgment, 

even  that  of  the  man 
who  pays  the  bills, —  finds  nothing  but 
praise  for  these  chic,  elegant,  and  per- 
fectly made  fall  wraps  of  ours.  There 
are  coats  here  well  made  of  every  fash- 
ionable material — coats  to  make  the  short 
look  taller,  and  coats  to  make  the  stout 
look  slender.  There  is  something  becom- 
ing for  every  woman  in •.     Never 

mind  about  the  prices — they  have  nothing 
to  do  with  you  just  now.  What  we  want 
is  to  get  you  to  look — the  buying  part 
will   take   care   of  itself. 


No.  iSi6. 


Right  to  the  Point. 

We  always  go  straight  to  the  point — no 
false  modesty  about  us.  We  have  the 
finest  stock  of  hosiery  in  the  town.  We 
know  it,  and  we  want  you  to  know  it. 
We  have  bought  it  es])ecially  for  you, 
and  now  we  want  you  to  come  and  take 
it  away.  In  case  you  are  amply  supplied 
already,  we  make  prices  like  these,  to  be 
sure  of  catching  you  : 


No.   1823. 


Look  at  It. 

Turn  it  around,  look  at  the  inside,  the 
lining,  the  general  finish,  and  tell  us  if 

you   have   seen   a   better    coat  in 

for  that  price.  We  have  n't,  and  were  on 
the  keenest  lookout  for  rare,  good  bar- 
gains. 


No.    1.S24. 


Constant  Arrivals 

of  new  lots  of  the  pick 
of  the  market  swell  our  magnificent  show- 
ing of  seasonable  dress  goods. 

All  the  latest  styles  in  taffetas,  serges, 
organdies,  and  the  like,  over  here  in  wide 
variety,  ready  to  fill  your  summer  needs. 

These  items  give  but  a  faint  idea  of  the 
bargain  feast  we  have  spread  for  you. 


No.    1S25. 


.-m 


Durable  Hosiery 

for  children  is  a  hard 
thing  to  get.  They  almost  have  to  be 
made  of  leather  to  stand  the  wear  that 
some  boys  give  them.     We  can  give  you 

a  ribbed  stocking  at cents  that  will 

give  good,  solid  wear,  and  we  will  guaran- 
tee them  to  wear  longer  than  any  you 
have  ever  bought  before.  Three  pairs 
for  cents. 


No.   1S26. 


The  "Just  As  Good  "  Kind 

does  n't  look  very  in- 
viting  after   a    little    use.      I  insist  upon 

having    the corset,    and     you'll 

get  real   comfort  and  durability. 


No.   1827. 


A  Pretty  Bow. 

or  a  silk  dress,  or  a 
spool  of  thread,  or  a  yard  of  calico  —  any- 
thing you  want  in  the  dry  goods  line  you 
will  find  at  our  store.  And  if  you  will 
keep  tab  on  our  prices  you  will  find  that 
we  usually  charge  enough  to  make  a 
small  profit  —  but  never  a  big  one. 

We  are  prospering   by   making   small 
profits  on  reliable,  honest,  stylish  goods. 


No.   1.S2S. 


Stop  and  Look 

just  as  long  as  you 
please.  It  will  please  you  to  look,  and  it 
will  please  us  to  have  you  look. 

We  're  particularly  interested  in  capes 
and  cloaks  just  now.  We  've  a  stock  to 
make  the  other  merchants  tear  their  hair 
in  wild  despair.  Every  style  of  material 
—  every  style  of  make  —  is  adequately 
represented.  We  don't  expect  to  have 
the  stock  very  long.  That 's  why  we 
want  you  to  look  now.  We  want  you  to 
know  we  're  telling  the  truth. 


No.   1829. 


Dainty  Underwear. 

What  true  woman  does  n't  like  all  her 
underwear  to  be  dainty.  What  true 
woman  doesn't  like  laces  and  rulHes  and 
ribbons,  even  if  they  are  out  of  sight. 
Winter  underwear  has  to  be  a  little  more 
substantial  than  cobwebs  trimmed  with 
ribbons,  but  it  can  be  just  as   pretty. 

We  have  a  stock  of  corsets,  hosiery, 
and  all  the  accompanying  mysteries  to 
delight  ever)'  feminine  heart  in . 

The  prices  form  no  small  part  of  the 
delight. 


No.    1830. 


Plenty  of  Ribbon. 

The  woman  with  plenty  of  ribbon  on 
hand,  is  always  well  dressed  and  happy. 
She  may  freshen  up  her  gowns  with  fresh 
ribbon  at  any  time  —  she  may  freshen  up 
her  hats  at  any  time.  There  's  no  end  to 
the  offices  that  ribbons  fill.  Now  here  is 
a  ribbon  sacrifice.  We  are  going  to 
slaughter  delicate  beauties  and  modest 
goodness  on   the  altar  of  advertising. 

We  are  .selling at simply 

as  an  ad.  Come  early  if  you  care  to 
secure   any. 


No.    1S32. 


Butt'n  Kids 


reign  supreme  in  gloves 
this  year.  If  we  excel  in  any  one  line,  it 
is  the  glove  line,  as  we  are  ready  to  prove 
at  any  time. 

Prices  range  from  $ to  $ .     It 

is  not  possible  to  get  a  good  glove  for  less 

than  $ ,  unless  the  seller  loses  money. 

If  you  are  paying  more  than    $ for 

your  gloves,  you  are  paying  too  much  ;  if 

you  are  paying  less  than  $ ,  you  are 

not  paying  enough.  A  good  pair  of 
gloves  will  last  twice  as  long  as  a  cheap 
pair,  and  look  better,  too. 


No.   1833. 


Plenty  of  Handkerchiefs. 

No  one,  nowhere,  in  any  condition  of 
life  can  have  too  many  handkerchiefs. 
Money  spent  for  handkerchiefs  is  profit- 
ably invested,  especially  if  the  handker- 
chiefs are  bought   here. 

Against  the  holidays  we  have  provided 
a  great,  big  stock  at  very  small  prices. 
There  are  many  beauties  here,  just  the 
things  for  presents.  The  finest  material 
and  finest  workmanship  have  gone  into 
these  goods,  and  how  we  can  sell  them 
at  the  prices  we  do,  is  a  constant  wonder 
to  those  who  don't  know  us.  For  in- 
stance— 


No.   1S34. 


There  Is  Nothing  so  Dainty 

as  muslin  underwear. 
No  woman  will  sit  down  and  make  her 
own  underwear,  if  she  knows  what  we 
are  selling,  and  the  prices  we  are  charg- 
ing. The  workmanship  is  good,  and  the 
style  is  dainty.  Durability,  prettiness, 
and  economy  have  been  combined  in  a 
delightful  manner.  There  never  was 
a  better  time  to  get  better  underwear  at 
better  prices  than  right  now,  and  right 
here. 


No.    1S35. 


There  Are  no  Two  Women  Alike. 

What  becomes  one,  is  decidedly  unbe- 
coming  to   another. 

In  l)uying  our  coat  stock,  we  tried  to 
get  enough  different  styles  of  coats  and 
capes  to  suit  every  one. 

There  is  a  wrap  of  .some  kind  here  to 
perfectly   please  every  woman  and  maid 

in  '—  at  a  price  to  perfectly  please 

her  pocket  l)ook. 


No.   1S37. 


Lookers  Around 


are  always  welcome 
here.  Lookers  are  merely  prospective 
buyers — or  good  advertisements.  If  the 
lookers  don't  want  something  for  theni- 
selve,  the}-  '11  tell  their  friends  of  us,  and 
that  will  do  just  as  well.  We  are  not 
afraid  to  have  our  stock  inspected,  and 
that  carefully,  too.  There 's  no  fraud 
hidden  under  fair  appearances  in  this 
store.  You  may  depend  absolutely  wpon 
any  thing  we  sell  you. 


Xo.    1S40. 


Well=Dressed  Women 

are  not  necessarily  rich. 
It's  easy  to  dress  well  on  little  money,  if 
you  buy  at  the  right  place.  That  doesn't 
mean  Imying  cheap  .stuff  —  it  is  false 
economy  to  get  poor  quality  ;  but  prices 
are  not  the  same  everywhere,  and  it  cer- 
tainly' is  possible  to  get  an  article  at  one 
place  for  less  than  it  would  co.st  in 
another.  It  may  take  a  little  trouble  to 
find  the  right  place,  but  it  pays  in  the 
end.  You  '11  make  a  short  journey  if  you 
start  here,  because  vou  '11  end  here. 


No.   1S42. 


^'••^; 


DAINTY 
LADIES' 
NA^EAR 


We  have  an  assortment  of  underwear 
here  which  will  please  every  woman  in 

.    It  will  pay  every  woman  in — 

to  come  in  and  investigate  this  statement. 
These  goods  are  durable,  dainty,  and 
economical.  They  will  save  you  time 
and  temper.  A  few  prices  may  be  of 
interest :  — 


Xo.    184;,. 


Women  of  Limited  fleans 


will  find  many  pretty 
ways  of  fresheninj^  up  their  wardrobe  if 
they'll  take  the  trouble  to  look  around 
here  a  few  minutes.  A  pretty  fichu,  for 
instance,  over  last  \-ear's  dress  will  make 
it  look  like  new.  There  are  hundreds  of 
other  pretty  things  which  we  haven't 
time  to  talk  a1)out,  but  we  're  here  all 
day,  and  we  woulil  be  pleased  to  have 
vou  come  in  at  anv  time. 


No.   1S44. 


It 's  Time  to  Prepare 

for  the  summer,  the 
season  of  sports  and  outings. 

We're  ready  to  fill  your  dress  goods 
wants  more  satisfactorily  than  ever  be- 
fore. 

We  have  a  stock  of  organdies,  dimities, 
cheviots,  and  serges,  in  all  the  latest  pat- 
terns and  colors  —  dainty  and  charming 
enough  to  delight  the  most  critical  wom- 
an  in   the   land. 

Here  are  a  few  interesting  particu- 
lars :  — 


No.  1.S45. 


Every  Store 

thinks  it  is  the  best 
one.  We  don't  think  there  is  a  better 
dry  goods  store  than  ours,  but  we  are 
willing  to  abide  by  your  decision.  We 
don't  want  you  to  buy  a  paper  of  pins 
here  until  you  are  sure  that  we  can  do 
better  for  you  than  any  one  else. 

Here  are  a  few  items  just  to  start  your 
thinker  :  — 


No.  1 85 1. 


He  's  a  Jolly  Qood  Fellow. 

Santa  Claus,  of  course.  That 's  Ijecause 
he  's  wamily  clothed.  A  woman  can't 
grow  a  becoming  holida}-  smile  on  a 
thinly-clad,    shivery   bod}-. 

Let  us  fix  you  up  in  snug-as-a-rug 
things-to-wear  at  prices  lower  than  the 
temperature. 


No.  1S58. 


We  Have 


the  most  complete  line 
of  handkerchiefs  and  veilin_t(s  that  are  to 

be  found  in  .     If  you  are  looking 

for  novelties,  you  will  find  any  quantity 
of  them  on  ovir  counters. 


No.  1859. 


Santa  Is  a  Man  Of  Taste, 

even  if  he  does  wear 
whiskers  on  his  knickerbockers.  L,ike  all 
other  men  he  has  appreciation  for  hand- 
some gowns,  and  laces,  and  furs,  and  fix- 
ings. He  knows  that  presents  of  these 
things  make  a  woman  happier  than  any- 
thing else. 

Wise  men  ma}'  take  the  hint  if  they 
like,  and  do  their  present  purchasing 
among  our  magnificent  Christmas  stock 
of  wearables. 


No.  1865. 


"Oh  My!  How  Badly 

these  .£(loves  fit,  and  I 
thought  them  such  a  bargain."  That  is 
where  you  made  a  mistake.     Every  pair 

of  gloves  you  buy  marked   below 

has  some  reason  for  being  marked  so. 
Invariably  one  or  two  fingers  are  too 
short,  or  the  gloves  are  not  mates  in  size. 
We  know  this,  because  every  manufac- 
turer tries  to  offer  us  these  goods  at  great 
reductions. 

We  don't  care  to  handle  them.  We 
want  you  to  be  able  to  M-ear  our  gloves, 
and  we  can  sell  you  one  of  the  best  fit- 
ting, best  finished  gloves  for . 


No.  1867. 


A  Rare  Bargain 

is  always  to  be  foutid 
at  our  regular  prices.  Don't  wait,  think- 
ing perhaps  you  may  get  things  cheaper. 
You  '11  never  do  it.  We  are  keepiiig 
our  prices  down  to  the  lowest  notch.  Will 
not  have  to  tell  you  that  after  you  know 
us  well.  This  ad  is  addressed  to  stran- 
gers. 


No.  1869. 


Did  Anybody  Ever  Know 

a  time  when  all  kinds 
of  dry  goods  were  as  excellent  and  so 
cheap  as  the}-  are  now  ?  We  are  offering 
some  startling  bargains  in  every  depart- 
ment of  onr  house.  Is  money  scarce? 
But  what  3'ou  have  will  buy  a  huge  pile 
of  goods.     Call,  and  we  '11  prove  it. 


No.  1870. 


^m^i-"^. 


Real  Winter  Is  Here, 

and  to  meet  it  we 
have  received  a  large  and  varied  stock  of 
"real  winter"  goods.  Everything  for 
the  cold  weather  at  interesting  prices. 
We  quote  a  few  to  prove  that  we  are  tell- 
ing the  truth  :  — 


No.'i87i. 


In  Buying  Goods 

}'ou  '11  find  that  very 
cheap  and  ver}'  good  don't  really  often 
go  together,  in  spite  of  advertising.  This 
store's  reputation  rests  on  something  more 
than  cheapness. 

We  sell  at  low  prices,  but  we  know  the 
quality  of  our  goods  is  above  criticism. 


No.  1874. 


Dainty  Women 


of 


know  that  by 


purchasing  from  our  estaljHshnient  they 
can  fit  themselves  out  in  the  latest  fashion 
at  a  very  reasonable  cost. 

There  is  no  reason  why  a  garment  need 
necessarily  be  expensive  because  it  is 
stylish.  It  is  our  ambition  to  place  our 
goods  within  the  reach  of  every  purchaser. 


No.  1876. 


The  Favorite  Corner 

of  our  dr)'  goods  store 
for  the  next  few  weeks  will  be  that  where 
the  new  spring  dress  goods,  the  trimmings, 
and  the  linings  are  being  sold.  You  can 
make  jour  dress  this  spring  of  better  ma- 
terials than  ever,  and  pay  no  more  than 
you  usuall)-  do  —  if  j'ou  buy  here. 


"S 


riaterials  for  Evening  Dresses. 

Japanese  silks,  lawns, 
and  other  dainty  textures  that  are  inex- 
pensive and  pretty,  are  just  what  you 
want  for  any  evening  entertainment. 
"Just  what  you  want"  is  here.  We 
know  that,  because  we  keep  such  a  good 
line  of  these  stuffs  that  you  are  sure  to  be 
suited. 


No.  4701. 


An  Interesting  Exhibit 

in  our  store  is  our 
large  and  very  select  line  of  bureau  and 
washstand  covers.  The}'  are  the  very 
best  that  your  money  can  buy- — best  in 
everyway  —  material,  embroidery,  drawn- 
work,  and  design. 


No.  4702. 


Silk  Reputation. 

In  buying  silks  you  have  to  judge 
largely  by  the  reputation  of  the  maker. 
That  is  why  we  only  sell  well-reputed 
makes.  Almost  any  silk  looks  well,  but 
you  can  not  tell  of  its  wear  unless  it  has 
worn  well  for  other  people. 


No.  4703. 


Your  Spring  Dress 

will  not  be  complete 
unless  3'oa  have  it  adorned  with  a  dainty 
neck  piece.  We  have  a  large  stock  of 
these  exquisite  creations  in  laces  and 
chifTons.  One  of  these  will  add  two-fold 
to  the  attractiveness  of  j-our  costume,  and 
will  cost  but  little. 


No.  4704. 


The  Corset's  the  Thing 

nowadays  when  you 
want  a  good  fitting  dress.  The  best 
dressmaker  in  the  worhl  can  not  satisfy 
you  if  you  wear  a  poor  corset.  Our  stock 
of  standard  makes  is  mo.st  complete.  We 
sell  five  waist  lengths. 


No.   4705. 


Light  Weight   Blankets, 

as  woolly  as  they  are 
comfortable,  are  a  feature  this  week. 
The  price  is  no  indication  of  the  quality, 
as  we  want  to  move  them  for  our  summer 
goods.  It  would  pay  to  buy  a  pair  of 
these  splendid  blankets.  You  will  need 
them  verv  soon. 


No.  4706. 


f-^rr^ 


An  Easter  Fairy 

would  he  rijfht  at  home 
in  our  store.  vSiich  a  dis])lay  of  pretty 
patterns  and  handsome  materials  is  sel- 
dom seen  in  one  place.  The  very  latest 
styles  in  dress  goods  are  here.  Silk  fig- 
ured mohairs,  bright  lustrous  brillian- 
tines,  and  all  the  popular  shades  of 
violet,  heliotrope,  and  royal  purple,  in 
henriettas  and  serges.  Our  line  of  wa.sh 
goods  is  unusually  pretty. 


No.  4707. 


Brocaded  Silks 


and  all  other  dress 
stuflfs  are  "the  whole  show"  in  one  sec- 
tion of  our  store.  We  have  just  j^otten 
in  a  large  variety  of  these  goods,  and  the 
prices  are  so  low  and  the  goods  so  prett}' 
that  we  are  especially  an.xious  to  have 
von  look  them  over. 


No.  470S. 


'^ii  -—-  m^ 


Nl\. 


-i^S>^' 


H^ 


Our  Remarkable  Display 

of  summer  dress  goods 
of  every  description  deserves  your  careful 
inspection.  You  ought  to  come  often, 
too  ;  there  's  something  new  and  charming 
nearly  every  day. 

Here  are  some   special   attractions   for 
this  week  :  — 


No.  4709. 


The  Selection  of  a  Parsol 

means  something  more 
than  the  selection  of  an  umbrella.  You 
can  match  your  gown,  and  satisfy  your 
own  ideas  of  style  and  cost,  if  you  buy 
your  parasol  here. 


No.  47 1 1. 


No  flatter  What  the  Styles 

are,  or  what  your  tastes 
may  be,  this  is  the  place  to  fill  jour  dry 
goods  wants.  We  have  learned  the  lesson 
of  giving  the  best  we  can  obtain  for  the 
least  possible  price.  Such  a  policy  pays 
our  customers  and  pays  us. 


No.  4712. 


Dressmakers 


will  find  it  to  their 
great  advantage  to  buy  their  supplies 
from  us.  Our  notion  stock  is  complete  in 
every  little  feature,  and  the  most  casual 
attention  will  show  that  the  prices  are 
extremely    fair.     Best  qualities. 


A  Dress  Goods  Item. 

We  have  just  completed  an  unusually 
lucky  purchase  ^ — lucky  for  you  because 
of  the  great  opportunity  it  gives  you,  and 
lucky  for  us  because  of  the  chance  it 
gives  us  to  add  to  our  reputation  for  sell- 
ing really  high-grade  dress  goods  at  popu- 
lar prices. 


No.  4714. 


Children's  Summer  Dresses 

are  usually  made  with 
less  care  than  is  bestowed  upon  the 
clothes  of  older  folks,  ])ut  not  with  us. 
Mothers  will  be  i^hul  to  see  that  all  our 
garments  for  little  ones  are  as  carefully 
made  as  if  the)'  made  the  things  them- 
selves. And  they  cost  no  more  than  the 
slip-shod  affairs  that  are  sold  for  the 
identical    price  elsewhere. 


No.  4715. 


Fancy  Hosiery 

in  all  the  colors  of  the 
rainbow,  and  warranted  fast  dye.  Dain- 
tily embroidered  insteps  and  beantiful 
blendings  of  two-toned  colorings, —  these 
are  just  the  thing  for  summer  wear. 
Under-priced  for  the  sake  of  introduction. 


No.  4716. 


The  Closest  Inspection 

will  show  that  we  never 
misrepresent  the  merits  of  anything  we 
advertise.  Inspection  is  invited  to  the 
new  arrivals  in  summer  dress  goods, 
which  we  have  marked  unusually  low  for 
the  sake  of  bringing  our  dress  goods 
stock  to  its  normal  size. 


No.  4717. 


All  the  Newest  Shirt=Waists 

are  to  be  seen  here,  in 
the  newest  patterns  of  the  most  fashion- 
able fabrics.  Made  with  unusual  care, 
and  fit  as  well  as  the  tnade-to-order  gar- 
ments costing  several  times  what  we  are 
asking. 


No.  47 iS. 


torrmcMT.iBV. 


If  You  riake  Your  Own  Dresses, 

we  can  supply  you 
with  everything,  from  stylish  dress  stuffs 
at  really  moderate  prices  to  a  spool  of 
thread  or  a  paper  of  pins.  Whalebone, 
machine  needles,  skirt  binding,  dress 
linings,  buttons,  and  everything  else  in 
the  notion  line  at  just  the  prices  you  feel 
you  ought  to  pay. 


No.  4719. 


Handsome  Lace   Curtains 

such  as  we  are  selling 
are  bound  to  recommend  themselves  to 
those  who  recognize  good  quality  when 
they  see  it.  The  curtains  we  are  offering 
now  are  the  kind  that  wear  for  several 
seasons,  and  are  honest  bargains  at  the 
price  we  ask. 


No.  4720. 


Separate  Skirts 

Answer  Many  Purposes, 

depending  upon  the 
sort  of  waist  you  wear.  One  of  the 
skirts  we  are  offering,  together  with  two 
or  three  of  our  fashionable  waists,  and 
you  are  equipped  for  the  entire  season. 
Really  the  best  values  we  have  ever 
offered,  and  must  be  seen  and  handled  to 
be  thoroughly  appreciated. 


No.  4721. 


riidsummer  Sale 

of  wash  goods  and 
wash  dresses.  It  does  not  pay  to  carry 
their  stock  over,  and  we  would  not  at- 
tempt it.  We  are  bound  to  force  a  sale, 
and  our  present  prices  ought  to  make 
things  hum  for  a  little  while. 


No.  4722. 


A  Woman's  Wardrobe 


will  be  incomplete  un- 
less she  has  a  niini1:)er  of  pretty  light- 
weight waists.  It  is  almost  impossible  to 
get  along  without  them  this  kind  of 
weather.  We  have  some  very  stylish 
lawn  waists  in  the  darker  shades,  prettily 
trimmed,  that  we  are  selling  for  a  song. 
They  are  just  the  thing  for  outings. 


No.  4723. 


topimcMT    183 


AH  Dry  Goods  Houses 

carry  belts  of  cotirse, 
but  all  dry  goods  houses  do  not  carry  the 
assortment  that  we  do.  We  can  sellbelts 
to  you  in  almost  any  color,  with  plain  or 
fanc}'  buckles.  The  prices  var}-  accord- 
ing to  the  quality  of  the  belt.  You  will 
get  full  value  at  any  price. 


No.  4724. 


Prompt  Delivery 

is  one  of  the  good 
points  about  this  store.  We  aim  to  give 
our  customers  perfect  satisfaction  in  every 
way.  We  have  our  usual  assortment  of 
dry  goods,  but  at  the  present  time  we  are 
selling  them  at  unusually  low  prices. 
We  want  to  get  rid  of  our  Slimmer  stock 
to  make  room  for  the  Fall.  We  do  not 
believe  in  carrying  stock  over. 


No.  4725. 


CeriKicHT  /S9 


A  Shirt=Waist 

is  the  most  comfortable 
piece  of  wearing  apparel  that  a  woman 
has.  Don't  be  limited  to  one  or  two  ; 
we  are  selling  them  too  cheaply  for  that. 
Our  assortment  is  extensive,  and  we  will 
be  sure  to  meet  your  wants. 


Our  Stock 


of  dainty  silks  for  late 
Sunimer  and  earl}'  Fall  wear  is  running 
low,  and  we  are  anxious  to  get  rid  of  them 
in  order  to  make  room  for  the  heavier 
goods.  If  3'ou  are  looking  for  an  excep- 
tional bargain,  it  will  pay  you  to  take  a 
look  at  these  silks. 


No.  4727. 


'I'l'-  -Ms^^ 


A  Fashionable  Woman 

is  just  about  as  sure  to 
get  a  whole  lot  of  good  value  for  her 
money  as  anj'body  else  — perhaps  a  little 
more  sure.  That 's  why  about  all  of  the 
fashionable  people  buy  at  our  store.  We 
have  the  "  swell  "  trade  and  lots  of  it. 


No.  4/28. 


Many  More  Bathing  Days. 

The  bathing  season  is  not  ended.  We 
will  have  a  great  many  warm  days  yet. 
Of  course  our  stock  of  bathing  suits  is  low 
now,  but  if  you  are  looking  for  one  at  a 
rare  bargain,  this  is  the  place  to  get  it. 


No.  4729. 


Handkerchief  Values 

that  will  surprise.  A 
lot  of  money  is  usually  made  in  handker- 
chiefs, but  we  are  foregoing  lots  of  the 
usual  profit  in  order  to  give  you  a  treat, 
and  make  this  store  popular  among  buy- 
ers of  dry  goods. 


No.  4730. 


Stylish  Costumes 

may  be  found  in  plenty 
here.  Something  to  please  and  look  well 
on  each  and  every  one.  When  it  comes 
to  talking  price,  we  can  talk  to  the  point. 


No.  4731. 


Quarded  Strong  At  The  Seams 

and  at  the  buttonholes, 
the  weakest  parts  of  gloves.  We  won't 
carry  a  line  of  handwear  that  we  can't  sell 
with  perfect  confidence  —  or  any  other 
wear  for  that  matter. 


No.  4732. 


Warmer  Clothing  Is  Needed 

for  your  afternoon 
strolls.  More  style,  too,  in  the  jackets 
we  're  showing  than  in  summer  garments. 
That  is  one  consolation  for  the  cooler 
weather.  We  can  meet  your  economy 
plans. 


No.  4733. 


Down,  That  flakes  Rest  Easy 

for  the  wearied  head, 
is  foinid  in  the  pillows  we  sell — not  some- 
thing else.  You  can  rest  assured  that 
when  you  buy  a  pillow  from  us,  you  will 
not  have  to  spend  a  half  hour  trying  to 
extract  a  pricking  quill  from  beneath 
the  cover. 


No    4734. 


To  Possess  Dainty  Lingerie 

is  one  of  the  greatest 
desires  a  woman  has.  No  one  can  blame 
her,  for  it  adds  a  touch  of  refinement  and 
delicacy  to  the  common  every-day  hap- 
penings of  life.  We  can  gratify  the 
wants  of  the  women  shoppers  of  this  city 
in  this  direction  as  well  as  in  any  other. 
The  latest  fashions  in  the  prettiest  mate- 
rial, at  moderate  prices. 


No.  4735. 


Buying  the  Winter  Wrap 

is  going  to  be  an  easy 
and  satisfactory  matter,  if  you  will  come 
here.  The  goods  used  are  the  very  best 
that  can  be  put  into  the  garments  at  the 
prices  we  sell  them  for  ;  each  cloak,  cape, 
coat,  or  jacket  is  extremely  styli.sh,  and 
the  prices  make  it  possible  for  the  owner 
of  a  modest  purse  to  indulge  herself  in  a 
handsome,  fashionable  wrap. 


No.  4736. 


We  Sell   House  Gowns, 

and  just  now  we  have 
an  extra  good  stock  of  values.  They  are 
made  from  neat  patterns  in  a  tasty  man- 
ner, and  we  can  fit  you  perfectly.  All 
have  tucked  yokes,  and  the  finish  is  such 
that  you  will  be  proud  of  one. 


No.  4737. 


Cold  Snaps  Are  Coming. 

Don't  be  caught  without  a  fall  wrap. 
Wraps  cost  less  than  pneumonia. 

We  've  the  handsomest  line  of  stylish 
fall  capes  and  coats  that  were  ever  pro- 
duced in  this  or  any  other  country. 

We  have  a  great  range  of  shapes,  pat- 
terns, fabrics,  and  prices. 

It  will  please  us  to  show  them  nearly  as 
much  as  it  will  please  you  to  see  them. 


No.  473S. 


Novelty  Dress  Goods 

are  a  mighty  uncer- 
tain stock.  For  that  reason  we  are  more 
than  usually  careful  in  our  selection. 
We  have  ready  for  your  inspection  now 
a  line  of  dress  goods  that  is  right-up-to- 
date  in  style.  This  applies  to  regular 
lines  in  modest  patterns  and  colorings,  as 
well  as  to  the  more  pronounced  effects  in 
imported  goods.  The  only  way  you  can 
form  an  adequate  idea  of  this  stock  is  to 
come  and  see  it. 


No.  4739. 


Blanket  Talk. 

You  have  said  to  yourself  :  ' '  We  must 
have  another  pair  of  blankets."  Lucky 
for  you  that  we  have  just  bought  a  large 
number  of  light,  warm,  fleecy  blankets  at 
such  a  low  figure  that  we  can  sell  you  a 
pair  for  $ 


No.  4740. 


Stylish   Women 

are  particular  to  a  de- 
gree. If  they  were  not,  they  could  n't 
be  stylish.  The  most  particular  women 
in  town  are  the  most  welcome  visitors  to 
our  store,  for  we  know  we  can  please 
them,  and  their  exclamations  of  delight 
are  an  equal  pleasure.  Have  you  called 
lately?  Do  you  know  w-hat  a  stock  of 
beautiful  and  stylish  goods  is  ready  for 
your  inspection  ?  Do  you  know  how 
reasonable  the  prices  are  ?  Here  are  a 
few  hints  :  — 


No.  4741. 


Laces  and  Embroideries. 

The  season's  demands  in  laces  and 
embroideries  have  been  fully  anticipated 
here.  The  most  exquisite  productions  of 
foreign  and  American  markets  are  ready 
for  your  examination  and  selection. 
They  are  well  worth  your  inspection, 
whether  you  intend  buying  or  not ;  and 
we  would  be  more  than  pleased  to  show 
them  to  you,  for  they  are  so  attractively 
priced  that  we  know  that  those  who' 
come  to  look  will  remain  to  buy.  We 
have,  for  example . 


No,  4742. 


Coats  of  Style 

and  elegance  for  the 
winter  season  cost  less  here  than  ever  be- 
fore, and  3-on  know  how  low  our  prices 
have  always  been.  Our  stock  was  care- 
fully chosen  and  closely  bought.  Every- 
thing that  is  latest  in  style  and  most 
durable  in  fabric  is  ready  for  your  inspec- 
tion. We  are  sure  of  our  ability  to  please 
you  in  both  coat  and  price.  Come  in,  and 
try  on  the  coats  that  suit  your  fancy, 
whether  you  intend  buying  now  or  not. 


No.  4744. 


^l!i\J^^  ^^^^^^^^^^^^^H 

^^^^^^^^^^^^^^HV         ,            ^^^^^^^^H 

"^w  '^1 

i 

i 

Cora-CHT         .A-v^^^M 

■—^1 

■■ 

Between=Seasons  Underwear. 


The  season  between  winter  and  sum- 
mer is  a  dangerous  season  —  coughs, 
colds,  grippe,  and  the  Hke  are  on  the 
watch  for  the  imprudent. 

For  medium  weather,  wear  medium 
underwear  Our  Hue  offers  scores  of 
bargains  in  just  the  weights  to  bridge 
over  the  between-seasons  discomforts  and 
dangers. 


No.  4745. 


For  Evening  Wear 

the  latest  mandates  of 
American  and  Etiropean  fashions  are  at 
our  finger-tips.  This  store  is  nothing  if 
not  up-to-date.  It  is  our  constant  study 
to  see  that  our  customers  are  not  disap- 
pointed when  they  demand  the  newest, 
best,  and  most  fashionable  goods,  and 
that  the  prices  are  more  than  moderate. 
Here,  for  example,  are  :  — 


No.  4746. 


Unbounded  Admiration 


is  expressed  by  every 
customer,  from  one  end  of  the  store  to  the 
other.  Nothing  strange  about  that  ;  no 
such  styHsh  and  seasonable  dry  goods  at 
such  niarvelously  low  prices  were  ever 
seen  in  this  town  before. 

Everything  must  make  way  for  Spring 

—  nothing  can  escape  the  price  reduction 

—  dry  goods  aristocracy  and  exclusive- 
ness  must  come  down  to  a  level  with  the 
plebeian  classes. 

Here  are  some  high  values  that  never 
expected  to  be  in  such  reduced  circum- 
stances :  — 


No.  4747. 


Big  Underwear  Values. 

It 's  cheaper  to  buy  underwear  here 
than  it  is  to  make  it  yourself.  The  prices 
make  you  wonder  which  was  free  —  the 
material  or  labor. 

This  week  we  have  some  exceptional 
bargains  in  the  best  muslin  and  cambric 
underwear,  with  fine  lace  and  embroidery 
trimmings.     For  example  :  — 


No.  474S. 


The  Rush 

for  vSpring  silks  is  some- 
thing remarkable  here. 

There 's  good  reason  for  it,  though. 
Never  before  have  we  had  such  an  alto- 
gether charming  stock  —  rich  effects  in 
black  and  white,  gay,  fancy  stripes,  bril- 
liant brocades,  and  the  extremely  stylish 
French  and  Scotch  plaids. 

There 's  an  abundance  of  all  that 's 
latest  and  best  to  choose  from  just  at 
present,  but  it 's  wise  to  choose  soon. 


No.  4749. 


^.^-^ 

m 

w^ 

r 

/    t  \/i 

'  . 

^j-^ 

April  Showers 

are  treacherous  things 
—  your  Spring  finery  is  in  constant  dan- 
ger if  you  go  out  without  a  mackintosh. 

This  is  a  good  time  to  bu}-  one  —  an 
economical  time  if  you  come  liere  for  it. 

A  hicky  purchase  makes  these  excep- 
tional bargains  possible  :  — 


No.  4750. 


^- 


Reversing  Things. 

The  usual  way  of  selling  Spring  and 
Summer  dress  goods  is  to  ask  high  prices 
when  the  demand  is  strong,  and  lower 
them  as  the  season  advances. 

We  have  commenced  the  season  with 
mid-Summer  prices.  We  have  made  all 
the  cut  at  once. 

Fresh,  stylish,  dependable  dress  goods 
can  never  be  sold  at  smaller  prices  than 
these  :  — 


No.  4751. 


Final  Preparations 

alwa3's  disclose  unsus- 
pected needs.  Bring  your  going-away 
needs  here.  From  a  bit  of  rilsbon  to  an 
elaborate  outfit,  everything  your  ward- 
robe lacks  can  be  instantly  supplied  — 
fresh,  new,  stylish,  and  remarkably  rea- 
sonable ill  price. 


No.  4803. 


Ribbons  and  Trimmings 

of  ever}'  kind  can  be 
bought  here  at  nione3'-saving  prices. 

The  best  goods,  too  —  absolutely  correct 
in  design  and  color  —  the  very  latest 
styles. 

Here  are  a  few  of  the  many  seasonable 
offerings  that  we  want  \ou  to  call  and 
inspect : — 


No.  ,S4<\^ 


The  Fit  of  a  Waist 

isjasjimportantl'to  'a 
woman  as  the  fashion  of  it.  We  have 
just  received  some  very  pretty  shirt 
waists,  among  which  you  will  find  an 
excellent  fit.  You  can  insure  a  perfect 
fit  by  wearing  a  pair  of  our  corsets,  fash- 
ioned upon  living  models.  The  price  of 
both  is  onh'  a  little  more  than  is  asked 
for  one  at  another  store. 


No.  541)4. 


It  Is  a  Waste  of  Time 

to  make  ^our  own  bed 
linen  when  we  are  selling  first-class  sheets 
and  pillow-cases  at  about  the  same  price 
vou  have  been  paying  for  the  material, 
it  will  pay  you  to  lay  in  a  supply  now, 
for  your  future  needs.  What  we  have  are 
specially  marked  with  very  low  prices,  and 
won't  stay  with  us  long. 


No.  5405. 


Our  Stock 


of  handkerchiefs,  gloves, 
and  veilings  is  the  sort  of  stock  you 
would  expect  to  find  in  a  first-class  store 
of  a  large  city.  With  latest  st3'les,  prett}^ 
patterns,  and  the  best  quality  we  can  ob- 
tain, you  will  really  be  surprised  at  the 
prices  we  are  asking. 


No.  5406. 


The  Embroideries 

and  edgings  we  are 
offering  are  noted  for  their  wearing  qual- 
ities as  well  as  for  the  beauty  of  design. 
They  will  outlast  any  ordinary  skirt,  and 
are  exceptionally  good  value  at  the  prices 
we  are  asking. 


No.  5407. 


iM  / 


You  Can  not  Be  Too  Particular 

in  the  selection  of  your 
underwear,  and  we  invite  the  most  careful 
scrutiny  of  the  extraordinary  values  we 
are  offering  just  now.  These  garments 
have  been  made  for  the  most  particular 
trade,  and  an  unusually  fortunate  purchase 
is  accountable  for  these  special  prices. 


No.  5409. 


Notions 

just  as  good  as  can  be 
bought  at  any  price,  and  cheaper  here 
than  one  expects  to  pa}'  for  reallj-  first- 
class  goods.  Much  larger  sales  of  notions 
than  other  stores  enable  us  to  buy  these 
handy  little  articles  at  lower  prices  than 
other  stores  pay. 


No.  54 1 1 


From  the  Loom 

to  our  counters,  we  are 
familiar  with  all  the  processes  of  man- 
ufacture of  the  goods  we  sell,  and  are  able 
to  represent  each  individual  item  just  as 
it  really  is.  You  not  only  get  3'our  mon- 
ey's worth  when  you  purchase  here,  but 
you  have  the  satisfaction  of  knowing  that 
the  goods  are  exactly  as  we  represent 
them. 


No.  5413. 


"  Sleep,  Balmy  Sleep, 

Nature's  Sweet  Restorer," 

can  ne'er  be  wooed 
with  the  average  pillow,  bought  at  the 
average  store.  Find  out  what  comfort 
o'  nights  really  means  by  sleeping  on 
the  downiest,  plumpest,  real  geese  feath- 
ers that  you  ever  had  a  chance  to  buy  at 
anything  near  our  price. 


No.  5415. 


A  Special  Sale 

of  ladies'  fine  hand- 
kerchiefs is  now  on.  The  prices  are 
much  lower  than  they  will  be  for  a  long 
time  to  come.  If  you  will  study  their 
real  worth  and  3'our  own  interests,  we 
think  you  will  buy  a  supply,  even  if  you 
do  not  need  them  now. 


No.  5417. 


CoPiR'OH-r     183 


The  riinor  Parts 

of  a  woman's  ward- 
robe should  have  as  much  attention  as 
the  more  important  ones.  We  have  a 
large  stock  of  lingerie,  complete  in  style 
and  finish,  that  we  are  selling  at  a  low 
price.  This  is  our  usual  yearly  sale,  and 
if  you  do  not  take  advantage  of  it,  you 
will  miss  one  of  the  best  bargains  in  the 
city. 


No.  5419. 


<^B.X»l^HT 


Dainty  Underwear. 

Every  woman  should  have  dainty 
underwear  while  we  are  selling  our  stock 
at  such  low  prices.  We  are  having  a 
special  run  on  ladies'  vests,  in  all  the  dif- 
ferent shapes  and  patterns.  We  can  meet 
)-our  wants  in  silk,  lisle,  or  cotton  at  a 
very  reasonable  price. 


No.  5422. 


Fall  Dress  Goods. 

Nowadays  your  thoughts  are  naturally 
turning  to  new  dresses.  The  most  im- 
portant question  to  decide  is:  "What 
kind  of  goods  ? ' '  Easily  decided  here. 
Attractive  patterns  for  each  and  every 
taste. 


No.  5423. 


Dress  Goods  for  Brisk  Days. 

We  are  showing  all  the  new  patterns 
and  weaves  in  the  most  delightful  com- 
binations of  colors.  We  are  asking  but 
moderate  prices,  and  believe  that  you  can 
be  better  suited  here  than  anywhere  else. 


No.  5425. 


Table  Covers 

in  either  chenille  or 
velour  are  well  wearing.  Our  chenille 
covers  are  well  fringed,  and  the  patterns 
in  both  these  and  the  velour  are  hand- 
some and  refined. 


No.  5426. 


^^X'-V 

-.^  -xX 

Br^^ 

I^Hk 

IB. 

^\\\1 

IK 

^^^^^F   ^ 

^^ 

i^ 

^^.iiS.JSii^TAJV-^N'«^ 

Wind  Does  n't  Bother 

Our  Umbrellas. 

The  umbrellas  we  sell  are  as  strong  as 
they  are  handsome.  Rod,  ribs,  and  cover 
are  all  the  very  best,  and  the  making  is 
careful.  Each  umbrella  bought  by  us  is 
carefully  examined. 


No.  5428. 


Fly=Front  Coats 

are  as  much  in  style 
this  season  as  ever.  We  have  them  in  "all 
the  fashionable  well-wearing  cloths,  such 
as  Boucle,  Kersey,  Worsted,  Covert 
cloth,  etc.  Every  detail  in  these  gar- 
ments is  carefully  attended  to,  and  we 
see  that  the  fit  is  satisfactor}\ 


No.  5432. 


Fall  Capes. 

Such  a  lot  of  style  and  beauty  you 
never  before  saw  gathered  together  in  one 
wrap  stock.  Our  cloak  buyer  has  been 
particularly  fortunate  and  particularly 
shrewd  in  his  purchases.  We  have  really 
been  surprised  at  the  remarkably  good 
and  pretty  things  he  has  succeeded  in 
getting  at  the  most  reasonable  prices. 

The  particular  thing  that  you  ought  to 
see  is  :  — 


No.  5. 


The  Astute  Observer 

never  finds  a  flaw  in 
any  of  our  goods,  nor  anything  wrong 
with  our  prices.  We  do  all  the  inspect- 
ing, and  criticizing,  and  culling  ourselves. 
\\'hen  our  goods  go  on  sale  everything  is 
right. 


N  .  35- 


Cutting  Down  Prices. 

That 's  what  we  are  doing,  and  what  we 
have  done  every  time  there  has  been  an 
opportunity.  We  "set  the  fashion  "  in 
prices,  and  those  who  can't  follow  us — 
well,  we  just  let  them  alone.  We  are 
looking  out  for  the  welfare  of  our  custom- 
ers— not  our  competitors. 


Cleaning  Up. 

That 's  what  we  're  doing  with  our  big 
stock.  Not  with  soap  and  water,  but  with 
cut  prices.  We  are  disposing  of  all  the 
little  odds  and  ends  before  getting  in  our 
new  goods.  But  the  new  goods  are  on 
the  road,  and  we  've  got  to  hurry.  There- 
fore a  lot  of  things  will  go  at  "any  old 
price. ' ' 


No.  40. 


Reduced  25  Per  Cent. 

That 's  what  we  've  done  to  every  price 
mark  in  our  big  estabUshnient.  We  do 
just  such  things  as  that  every  once  in  a 
while.  It  always  brings  us  new  cus- 
tomers, and  stirs  vtp  old  ones,  and  cleans 
out  odds  and  ends,  and  has  a  wholesome 
efiFect  generally.  It 's  just  a  good  big 
dose  of  spring  medicine. 


No.  60. 


The  Flight  of  Time 

leaves  a  great  proces- 
sion of  struggling  humanity  behind. 
But  it  doesn't  leave  us  behind.  We  have 
too  much  at  stake  to  allow  that.  We  're 
right  up  with  the  times  in  every  respect. 
That 's  why  we  're  pretty  nearly  the  whole 
show  in  our  line  of  business. 


No.  71. 


Getting  a  Little  Nearer 

to  the  people  every 
day.  We  are  doing  it  by  our  big  values 
and  low  prices.  We  are  looked  upon  as 
public  benefactoio,  but  we  don't  take  all 
the  credit.  We  give  due  credit  to  the 
public  that  has  so  thoroughly  appreciated 
our  efforts  to  make  prices  lower.  With 
such  help  our  efforts  have  been  mutually 
profitable. 


No.  85. 


A  Large  Volume  of  Knowledge 

can  be  obtained  by 
making  a  careful  study  of  our  stock  and 
our  prices.  And  it 's  the  dollars-and-cents 
kind  of  knowledge,  too.  It  will  pay  you 
more  than  seven  per  cent,  interest.  Don't 
send  any  regrets.     Come. 


No.     121. 


We've  Shut   Down 

On  High  Prices. 

They're  a  thing  of  the  past  — at  our 
store.  We  don't  pretend  that  we  're  in 
business  purel}-  for  the  benefit  of  the 
people.  We  don't  talk  any  nonsense. 
We  are  selling  at  lower  prices  than  any 
one  else  so  as  to  do  a  great  deal  more 
business  than  any  one  else  so  as  to  make 
the  most  money.  "Big  money"  nowa- 
days is  made  on  the  big  business  and 
small  profit  basis. 


No.   126. 


A  Careful  Observer 


is  the  best  kind  of  a 
customer  for  us.  There  is  nothing  aboiit 
our  goods,  or  prices,  or  methods  that  won't 
stand  critical  inspection.  Those  who 
know  whereof  they  speak  are  the  ones 
who  advise  their  friends  to  l)uy  from  us. 
Our  customers  do  our  best  advertising. 


No.   127. 


•♦Hello,   Certainly,  We'll 

Send   It   Right   Up." 

You  need  the  goods,  and  we  need  the 
money,  and  our  errand  boy  needs  the 
exercise,  and  we  are  at  your  service  at 
any  time.  Don't  worry  about  making  us 
any  trouble.  That 's  what  we  're  here 
for.  We  like  a  little  trouble.  Without 
it  we  wouldn't  feel  deserving  of  our 
prosperity. 


No.   278. 


Very  riuch   Important. 

Yes,  leaders  usiiall}'  are.  Now  we  are 
leaders  in  our  line  of  business,  and  we 
feel  that  we  are  of  very  much  importance 
to  this  appreciative  community.  Perhaps 
our  competitors  think  that  we  are  too 
important,  but  we  can't  help  that.  We 
think  that  we  are  just  important  enough. 


No.  314. 


It's  Quite  "A  Wad," 

but  it 's  no  more  than 
j-ou  '11  be  able  to  save  in  the  course  of  a 
year  if  you  will  be  as  careful  about  buy- 
ing as  we  are  about  preparing  big  bargain 
sales  for  you.  Our  small  profits  mean  a 
great  deal  to  our  customers. 


No.  323. 


You  'II  Be  Qlad  to  Hear  It. 


We  are  sure  that  you  '11  be  glad  to  hear 
about  our  cut-price  clearance  sale  which 
is  going  to  make  business  lively  all  next 
week.  We  bought  too  many  goods  last 
fall,  and  now  we  must  turn  them  into 
money  in  a  great  big  hurry.  There  's  no 
chance  left  for  us  to  make  haste  slowly. 
We  nuist  do  it  quickly.  You  Ml  get  the 
benefit. 


No.  466. 


Don't  Get   Excited 

if  you  find  out  that 
you  have  been  buncoed  a  little.  That 's 
what  we  have  been  warning  you  against 
for  a  long  time.  Just  consider  that 
you  paid  so  much  for  experience,  and 
do  your  buying  here  hereafter.  Expe- 
rience usually  has  value  according  to  its 
cost.  If  5-ou  have  been  paying  a  good 
deal  too  much,  then  the  experience  should 
be  very  valuable  to  you. 


No.  467. 


Don't  Listen  to  a  Plea 

on  the  part  of  those 
who  can't  meet  our  prices.  There  may 
be  reflections  in  the  plea,  but  they  are 
groundless.  We  guarantee  our  goods  to 
be  the  best.  We  back  up  our  guarantee 
by  offering  your  money  back  if  you 
want  it. 


114  E 


115  E 


116  E 


117  E 


118  E 


I2l)  K 


121  E 


123  E 


135  E 


137  E 


ir\y- 


CK. 


1  l^ 


139  R 


140  E 


^\iK¥^% 


144  E 


150  E 


166  E 


167  E 


171  E 


173  E 


176  E 


178  E 


181  E 


^u^oms) 


182  E 


184  E 


188  E 


Domms. 


196  E 


197  E 


glove; 


1 98  E 


200  E 


301  E 


305  E 


PARA50L5. 

307  E 


Knit  Undcrw^a^. 

311  E 


316  E 


550  ^' 


C0R5ET5 

551  R 


PARR50h5 

552  R 


553  E 


554  E 


555  E 


f A5T  BLACK. 


blHlHGS 

561  E 


563  H 


564  E 


SKIRT5 

Mmmm. 


56,5  E 


566  E 


567  E 


M051ERY     PIbbOW     fM5H  GOODS 


\ 


569  E 


570  E 


571  E 


PlbLsOWS    UM6REbbft§ 


573  E 


574  E 


575  E 


UACES 


576  K 


577  E 


57S  E 


579  R 


NKKWCAR 

581  E 


5S2  E 


r^^r^ 


583  E 


585  E 


DO\X/K 


5S7  E 


P1LL0\K^<§ 

588  E 


589  E 


590  E 


592  E 


596  E 


?ffXiSE'c 


598  E 


599  E 


600  E 


6oi  E 


604  E 


605  E 


606  E 


607  E 


Gag   E 


611  E 


612  E 


6i3  E 


6i6  E 


617  E 


ITgured  Silks 


618  E 


619  E 


9054 


905  7 


9060 


9085 


9089 


9091 


9036 


9039 


9042 


ACHED 


9080 


90S4 


910S 


9110 


91i0 


9145 


906J 


9066 


9069 


9157 


9159 


9X62 


9100 


90^9 


9JL2i 


IRCTS 


907X 


ilNBLEACHED 


9072 
9073 


9076 


9074 


S077 


t  111 '5''RKif^\^ 


9094 


9097 


9J.49 


9151 


9154 


9128 


v.- 


9129 


9135 


Si3j 


9130 


313Z 


Catch-Lines  and  Headings 


CLIPPED  FROM  EVERYWHERE. 


Each  new  acquaintance  means  a  new  friend  here.  The  hit;h  stand- 
ard of  the  handkerchiefs  sohl  here,  together  with  the  Httle  prices  at 
which  they  are  sokl,  is  argument  which  strongly  appeals  to  the  shop- 
per generally.  It  is  well  understood  among  the  store's  numerous  pa- 
trons that  admixtures  are  not  tolerated  in  this  stock.  Handkerchiefs 
here  are  all  linen  or  all  silk. 


Wash  Fabrics  that  fairly  whisper  thoughts  of  warm  days.  A  bus- 
tling, busy  department,  chuck-full  of  goodies.  Thousands  of  yards  of 
French,  German,  Engli.sh,  Scotch,  and  our  own  good  old  American 
make,  are  blended  into  one  bewildering  show.  Flowers  and  leaves 
that  seem  to  have  blown  on  the  surface  and  concluded  to  stay.  Prices 
that  have  wandered  for  to-morrow. 


Embroideries. — Just  a  word  about  our  Hamburg  edgings.  The 
goods  themselves  invite  you,  and  you  '11  be  glad  you  came  when  you 
examine  them,  for  they  bring  you  inexpensive  richness  and  beauty  in 
variety. 

Bits  of  easy-pricing,  which  are  the  fruits  of  good  buying,  not  of 
goods  made  cheap  to  sell.  Mastery  of  the  linen  market  has  meant  a 
growth  here  of  the  largest  linen  business  in  town.  It 's  safe  in  buy- 
ing here,  and  it  doesn't  make  any  difference  whether  you're  an 
expert  linen  buyer  or  not. 

Every  woman  ought  to  have  a  sewing  fit  after  looking  through  our 
print  and  linen  department. 


The  white  goods  have  been   marshaled   into  a    dazzling   array  of 
showy  daintiness  in  the  place  of  honor,  the  main  aisle. 


Maybe  the  nightgowns  are  fair  things  to  judge  the  underwear  stock 
by.  We  're  not  talking  of  the  French  garments.  How  daintv  they 
are  !  But  these  new  lots  are  American  —  made  our  way,  which  is  the 
composite  best,  gathered  from  what  you  tell  the  yoxmg  women  at  the 
counters.  That 's  the  way  we  have  contrived  to  produce  underwear 
"just  like  the  careful  home-made." 


THE  DRY  GOODS  BOOK. 

Prf.tTy  Cotton  Stuffs.  —  Good  I'ortune  found  for  us  twenty 
thousand  yards  of  pretty  printed  dimities  at  an  unusually  little  price. 
They  are  of  the  best  American  make.  Colors  are  as  safely  wasliable 
as  they  could  be  at  five  times  the  price  ;  for  colors  depend  largely  on 
care  in  laundering  in  all  dainty  stuffs. 


The  Advent  of  Spring.  —  It's  Spring  here  —  every  nook  and 
corner  in  the  store  breathes  the  bright,  fresh  atmosphere  of  the  new 
season.  Counters  and  shelves  laden  down  with  new  merchandi.se, 
all  bought  to  please  you.  It 's  a  pleasure  for  us  to  push  Winter  be- 
hind us  and  tell  j-ou  about  what  we  've  been  doing  to  make  this  store 
more  attractive  to  you  than  ever.  Style,  qualit}',  variety,  price — ^it  's 
a  combination  to  conjure  with  —  you'll  find  them  all  here  and  ready 
for  your  approval  and  selection . 


Sorts  that  you  will  come  for  again  and  again  once  you  buy.  There 
is  n't  much  in  the  hosiery  line  that  we  know  of  that  is  worthy,  but 
what  you  will  find  a  representation  and  a  strong  one  here. 


High-grade  hosiery  at  low-grade  prices. 


And  at  these  prices  you  can  pick  and  choose  from  everything  the 
whole  world  has  achieved  in  glove  making. 


Gi,OVES.  —  Ladies  who  desire  perfection  in  glove  daintiness  — 
should  see  our  lines  —  the  newest  styles  —  and  most  correct  shades. 
A  competent  saleslady  to  serve  you.  Nothing  adds  to  your  comfort 
more  than  to  have  3'our  gloves  perfectly  fitted.  This  requires  pa- 
tience and  skill  on  the  part  of  the  salesperson.  You  will  find  the 
clerks  in  this  department  most  obliging. 


Linens  have  n't  been  going  as  fast  as  they  should.  Some  holders 
grew  desperate.  Result  —  such  price-cutting  as  sends  the  best  quali- 
ties ever  turned  out,  down  below  the  price  level  of  the  commonplace. 
This  department  will  glow  with  specials  for  Saturday's  trade.  We 
shall  pay  you  well  for  the  coming  to-morrow,  as  you  '11  clearly  see  by 
our  next  to  giving-away  prices. 


Ticklers  of  every  woman's  fancy  are  the  handsome  patterns  in  our 
Autumn   showing   of   dress   goods. 

The  kind  of  dress  stuff  that  stands  the  hard  wear  of  autunni  storms 
and  retains  the  brillianc}-  of  the  best  dre.ss  goods. 


THK  DRY  GOODS  BOOK. 

Open  IIousi-;  1'or  Dricss  (jOods  Lovicrs.  —  No  waitiiit,'  for  frosts 
to  open  the  dress  goods  burrs.  The  new  stuffs  have  broken  their 
cases,  and  here  they  are  beckoning  you  their  way. 


French  Thoughts   worked   out   in   American   garments   at   figures 
which  bring  extra  quality  to  a  notch  of  reasonableness. 


Costumes  for  women  —  new  beauty  added.  These  stylish  garments 
don't  stand  at  "attention  "  very  long.  They  march  on  to  take  their 
places  in  wardrobes  of  tasteful  women.  .  .  .  An  interesting  exhibit 
even  if  buA-ing  is  not  in  thought. 


The  dear  girls  will  be  equally  charming  and  stylish,  but  not  nearly 
so  dear  if  they  come  here  for  all  their  waists,  wraps,  and  ever3-thing 
else  that  may  be  found  in  a  well-conducted  suit  department. 


Nothing  so  nearly  transforms  a  band  of  wanen  into  a  .swaying  bank 
of  flowers  as  does  the  enfolding  of  them  in  cold  weather  wraps.  Even 
without  a  face  or  form  to  set  them  off,  there  are  man)'  wraps  in  our 
department  so  fancifully  gay  that  they  make  the  room  fairly  bloom. 


There  are  days  now,  not  to  mention  evenings,  when  the  heat  is  "  out 
in  the  cold,"  and  something  besides  feather-weight  clothing  is  handy  ; 
the  time  when  you  need  a  light-weight  coat  to  put  on.  We  have 
pretty  Fall  jackets  to  show  you,  and  the  prices  are  where  they  will 
please  you. 

You  can  read  it  in  the  prices  why  5'ou  should  attend  this  great  silk 
offering. 

vSir.KS  —  Evp:ning  and  Other  SorT.s. — The  silk-man  calls  these 
"night-blooming  silks,"  as  a  delicate  tribute  to  their  flower-like 
beaut}-  and  the  fact  that  they  are  for  evening  wear. 


We  di.slike  the  word  "bargain"  applied  to  dainty,  glistening  silks 
—  but  there  is  no  word  which  better  expresses  the  combination  of 
price-lowness  and  quality-highness  which  the.se  offerings  represent. 


One's  imagination  may  safely  run  riot  among  the  beautiful  fabrics 
of  the  season.  Richness,  delicacy,  newness  in  weave,  and  design  will 
attract  your  admiration.  Here  are  some  for  to-morrow  whicli  will 
serve  to  introduce  you  to  the  price  advantages  linked  to  the  beautiful. 


THE  DRY  GOODS  BOOK. 

There  's  a  word  or  two  that 's  spoken  in  onr  white  goods  department 
-richness,  variety. 


Cotton  Nkws.  —  It  comes  at  a  good  time,  too,  when  your  need  is 
greatest.     The  pricing  makes  the  pull  on  the  home-purse  light. 


Wooi,-i,iK]';  Cottons.  —  Once  wool  meant  warmth,  and  cotton 
meant  coolness.  Now  cotton  shares  with  wool  the  honor  of  warmth- 
giving.  Cozv-comfort  comes  fr.^m  the  looms,  and  it  is  known  as  flan- 
nelettes, or  cuttings.  .  .  .  Tho.se  heavy  fleeced  cotton  stuffs  come 
in  just  right  now  —  when  the  first  frost  conies  —  for  nightgowns  for 
everybody,  for  petticoats,  dressing  sacks,  and  wrappers  for  women. 


Waists  grave,  waists  gay.     Waists  of  silk,  madras,  percale,  nmslin, 
lawn,  and  what-not  else. 


It's  like  falling  heir  to  a  bit  of  good  fortune  to  get  one  of  these  .silk 
petticoats. 


Women's  shirt-waists  —  the  elegance  of  custom  work  by  our  famous 
men's  shirt  makers  ;  the  elegance  of  the  most  tempting  fabrics,  as  a 
rule  imported. 

The  weather  report  says  "  rain."  How  is  your  umbrella?  Does  it 
need  fixing?  Bring  it  to  us  to  repair  or  re-cover,  as  good  as  new,  but 
at  less  than  half  "  new  "  prices. 


Schoolhouses  without  teachers  wouldn't  be  much  worse  off  than 
school  children  without  umbrellas  in  this  country.  We  've  had  in 
mind  not  only  the  large  number  needed,  but  the  kind.  We  've  had 
made  a  special  lot ;  nice,  but  rough-and-readys.  The  maker  was 
given  a  hint  as  to  who  they  were  for  and  quality  was  not  spared. 


Shirting    flannels.      Quality-liking     eyes    will    get    more    than   a 
glimpse    of    these. 

The  dress-trimming  jjroblem  is  quickly  .solved  at  our  trimming  de- 
partment.    Box  after  box  of  shimmering  beauties. 


"Come  in  out  of  the  rain"  and  get  yourself  a  mackintosh.     You 
can  turn  the  hose  on  the  kind  we  sell. 


THE  DRY  GOODS  BOOK. 

Every  woiuiin  haviiij^-  more-  dimes  than  aprons  to-morrow  morning' 
will  have  more  aprons  than  dimes  to-morrow  ni.a;ht,  and  will  be  all  the 
happier  becanse  each  apron  is  worth  two  dimes! 


Women's  neckwear.  The  adornment  at  the  throat  is  the  finishing 
touch  to  the  gowning,  and  it  will  make  or  mar  the  general  effect  ex- 
actl}-  as  it  is  well  or  ill-selected. 


Fads  and  fancies  in  hosiery  may  come  and  go,  1)ut  the  fast  black  of 
Hermsdorf  goes  on  forever..  Always  the  same  in  its  deep,  rich  black, 
true,  and  fast  through  wear  and  washing. 


WojiAN's  Neckwear  Dep'T.  —  A  general  house-cleaning.  Exqui- 
site creations  swept  out  at  trifling  prices  only  because  they  're  in  little 
odd  lots. 


Sale  of  Silk  Flags.  —  You  can  unfurl  to  the  breeze  a  beautiful 
flag  of  silk  rather  than  bunting  ;  the  price  is  about  the  same. 


Women's  Belts.  —A  pretty  belt  is  the  last  touch  that  gives  the 
fini.shmg  neatness  to  the  figure  — and  here  is  a  showing  to  delight  the 
eyes  of  the  wearers  of  them.  We  have  some  at  very  little  cost ;  and 
yet,  perhaps,  no  other  item  of  the  dress  will  add  so  niuch  effectiveness 
to  the  costume  as  a  feally  elegant  belt  that  several  dollars  will  buy. 


Sleep,  sleep,  sweet  sleep  will  be  the  fortune  of  those  who  seek  rest 
in  the  hot  summer  evenings  in  one  of  our  hammocks.  They  are  per- 
fect, and  the  price  is  too  small  to  be  noticed  when  you  come  to  look  at 
them. 

Summer  goods  at  the  fag  end  of  the  season  with  just  the  jag  end  of 
a  price  attached  to  them. 

Not  visions  but  velvets.  And  nothing  visionary  or  unreal  about 
these  velvet  bargains. 

Whatever  fabrics  are  right,  whatever  colors  are  good,  are  the  ones 
now  heaped  up  for  you.  Come  to-morrow  and  sit  at  the  first  table  of 
the  feast. 

Dre.ssing  combs.  You  might  break  them  with  an  ax,  but  hardly 
possible  by  ordinary  use.  They  are  of  the  real  horn  and  extra  wide. 
\ou  '11  probably  remember  paying  a  quarter  for  no  better. 


THE  DRY  GOODS  BOOK. 

"  Wiiiffing  "  remnants.  Vou  wouldn't  btlieve  a  store  would  put 
such  little  pricf-winjijs  on  remnants.  Rlost  stores  don't.  But  we  're 
goin<,^  to  make  ours  fly  anyway.  The  cominjf  week  all  the  lady  sharp- 
.shooters  in  the  vicinity  will  be  here  to  "  wint^- "  the.sc,  for  it'll  be  a 
long  time  before  remnants  are  in  such  easy  range  again. 


Did  it  ever  occur  to  you  how  ,S3'stematic  Nature  is  in  cleaning  up  the 
remnants  of  one  season  to  make  room  for  the  blos.soming  of  another? 
If  you  '11  observe,  she  always  employs  the  sharp  knife  of  Winter  to 
cut  loose  the  Autumn  leaves  rather  than  leave  them  on  the  trees  to  be 
pushed  off  by  Spring  buds.  Shall  we  be  less  enterprising,  and  allow 
Siunmer  goods  to  remain  on  our  shelves  until  pushed  aside  by  the 
heavy  stock  of  Fall  and  Winter  goods?  No,  indeed!  While  Jack 
Frost  nibbles  at  stems  and  waits  for  the  north  winds  to  clean  away  the 
leaves,  we  produce  a  trade-wind  current  by  cutting  prices  half  in  two, 
which  cleans  out  whole  shelf  loads  at  a  time. 


We  would  think  they  were  stolen  if  we  did  not  know  where  they 
came  from. 


A  woman's  wardrobe  is  not  complete  without  a  black  dress,  which 
is  always  useful. 

With  no  other  kind  of  union  underwear  can  ladies  obtain  such  per- 
fect fit  for  dre.ss  or  wear  comfortably  so  small  a  corset. 


The  liveliest  corner  of  our  store,  just  at  pre.sent,  is  the  underwear 
.section.  When  men  make  up  their  minds  to  buy  underwear,  they 
want  it  in  a  hurry.  We  are  the  hurry-ing  kind  here.  A  hurried  look 
will  convince  you  that  our  dollar  garments  are  what  jou  want.  We  '11 
give  you  nothing  that  will  serve  less  than  three  seasons.  It  will  fit 
you  good  and  snug. 

Steering  close  to  the  shore  is  a  wise  thing  to  do  ;  but  as  the  water  is 
usually  shallow,  a  good  seaman  never  attempts  to  pass  over  the  sand 
bars  without  the  use  of  a  tug.  Our  craft,  having  spent  a  month  at 
quarantine  —  and  being  heavily  loaded  with  Winter  goods,  will  need 
several  tugs  to  steer  her  into  port,  and  get  thfe  load  off  in  time  to  be 
launched  upon  the  Spring  tide.  The  most  effective  motive  power  we 
can  use  in  moving  a  stock  like  this  is  price  —  which,  like  the  power  of 
the  tug,  lies  beneath  the  surface. 


About  a  thousand  pairs  of  ladies'  hose  came  to  us  j-esterday,  just  in 
time  to  be  told  about.  The}'  're  a  manufacture's  samples,  and  should 
have  been  here  on  the  opening  day  to  be  sold  at  a  fair  price.  They  're 
tardy,  so  out  they  go  at  five  cents  the  pair. 


THE  DRY  GOODS  BOOK. 

winter  gloves  and  mitts  frozen  out  to-day. 


We  are  asking  for  some   lady's  hand.     Will   you    accept?     Then, 
come  to-morrow  and  be  fitted  with  a  pair  of  kid  gloves. 


Fairv  finsrers  could  weave  no  fairer  web. 


People  say  bad,  rainy  weather  is  good  weather  for  ducks.  We  think 
any  kind  of  weather  will  be  good  enough  for  a  sale  of  navy  blue, 
black,  and  white  duck  at  8  cents. 


A  Storeful  of  Spring  Prkttiness. — Bright,  beautiful,  fresh, 
dainty.  The  Spring  stuffs  and  the  Summer  stuffs  invite  you  here. 
It's  a  showing  of  what 's  to  be  worn.  The  store  's  a  fashion  sheet  to- 
day, and  we  've  made  more  than  ordinar}'  efforts  to  make  the  showing 
of  Spring  goods  wonderfully  interesting.  Come,  look  around  and 
enjoy  it. 

Fancy  Metal  Belts. — They  are  fancy  in  a  half  hundred  differ- 
ent ways.  Some  are  set  with  jewels.  Every  one  is  a  thing  of  beauty 
and  according  to  the  prevailing  fad. 


An  Event  in  Wrappers.  —  No  need  to  do  treadmill  work  at  the 
sewing-machine  to  fashion  yourself  a  house  gown,  when  there's  such 
a  wide  choosing  here.  Even  the  most  inexpensive  of  these  wrappers 
are  not  slighted  in  prettiness  of  the  making.  We  take  the  bother  of 
gathering  materials  and  relieve  you  of  the  details  of  fashioning  — 
yours  the  pleasure  of  selecting.  These  are  all  under-priced  —  illustra- 
tions of  the  good  buying  to  be  done  here. 


Children's  Underwear.  —  Used  in  decorating  and  comprising 
some  of  the  prettiest  gowns  and  corset  covers  in  the  stock.  Only 
slightly  soiled  in  the  handling,  but  the  prices  are  really  badly  hurt. 


A  subject  to  be  handled  with  gloves  —  and  we  furnish  the  gloves  — 
any  grade  or  style  you  want. 


The  wrapper  on  the  woman  next  door  may  be  a  good  one,  but  it  can't 
be  prettier  or  more  serviceable  than  those  I  'm  selling  this  season. 


THE  DRY  GOODS  BOOK. 

The  silk  and  dress  goods  counters  have   looked   like   a  hive  with 
countless  bees  buzzing  around  them. 


This  is  prosperity's  flood-tide  in  our  linen  department,  and  the  bar- 
gains are  rolling  over  our  counters  with  an  irresistible  sweep.  It 's 
value  and  price  combined  that  accomplish  this  ;  for  instance,  we  off'er 
this  week  :  — 


Trimming  Tat.k. — Our  first  shipment  is  now  in.  We've  always 
had  the  reputation  of  selling  the  right  sort  of  dress  trimmings  at  the 
right  kind  of  prices.  You  '11  not  be  disappointed  with  our  present 
outlay  —  it 's  grander  than  ever,  and  the  prices  are  even  more  purse- 
pleasing. 


Not  one  woman  in  ten,  perhaps,  knows  the  full  possibility  of  hot- 
weather-clothing  comfort  that  can  be  found  in  this  store.  There  are 
little  nothings  that  signify  ever  so  much.  There  are  dreams  of  spider- 
webby  cotton  and  of  linen  and  of  silk,  and  twice  over  the  sorts  that 
most  of  you  suspect. 


Corset  correctness,  corset  cheapness  —  sort  of  an  odd  and  end  col- 
lection—  but  all  are  worthy  sorts  —  all  are  perfect  goods  —  worth  as 
much  to  you  as  if  we  had  full  stocks  of  them.  With  us  it 's  different. 
Can't  afford  to  have  the  stock  littered  up  with  a  few  of  this  and  a  few 
of  that ^  so  we  sort  out  all  these  orphans  and  stragglers  and  price 
them  25c  each. 

Many  of  them  are  worth  three  times  as  much  ;  none  are  worth  less 
than  50c.     Your  size  is  somewhere  in  the  lot,  surely. 


Everybody  is  asked  to  come.  It  "s  all  right  to  visit  the  store  simply 
to  look.  Never  mind  the  buying  part.  Simply  come  for  your  own 
satisfaction,  and  see  if  every  word  of  this  advertisement  isn't  true. 

It  doesn't  pay  to  deceive  anybody.     It 's  a  bad  business  policy. 

Don't  overlook  the  important  fact  that  the  cut  prices  are  good  for 
the  three  days  only. .   Not  a  single  second  longer. 


We  cut  prices  so  we  won't  be  afflicted  with  summer  dulness.  It  is 
more  profitable  to  get  what  we  can  bj-  selling  cheap  than  to  hold  on 
to  the  goods  and  get  nothing. 

Our   stock   of  represents    money.      It    draws    no   interest. 

Pretty  soon  it  will  be  time  for  fall  goods.     Then  we  can't  sell  any 

at  all.     So  this  week   we've   taken  our  entire  line  and  made 

the  prices  so  small  that  we  expect  to  see  an  army  of  women  crowd 
this  store  sale  of  . 


THE  DRY  GOODS  BOOK. 

Dame  Fashion  once  more  decried  ribbons  in  the  prime  of  style. 
There  is  ribbon  galore  here.  All  the  latest  fads  in  fancies  are  em- 
bodied in  our  good  showing.     The  prices  —  our  prices  are  very  modest. 


Every  need  for  summer  is  ready  for  you  in  this  store.  Everj'thing 
necessary  to  make  you  look  comfortable  and  feel  comfortable.  And 
the  best  part  of  it  all  is  the  little  price. 

Summer  goods  were  never  sold  closer  to  cost  than  I  am  selling  them 
to-day.  Profits  were  never  narrower.  The  tendency  of  the  times  is 
toward  smaller  and  smaller  prices,  and  no  store  realizes  this  fact  more 
than  this  store  does. 

The  stock  I  carry  represents  money.  It  produces  no  interest  while 
lying  on  the  counters  and  shelves.  The  longer  it  stays  in  the  store, 
the  less  it  will  bring  when  it  is  sold.  There  's  only  one  thing  to  do  — 
cut  down  the  prices  so  low  that  no  woman  can  afford  to  stay  away. 

That 's  what  has  been  done.  Here  's  the  chance  to  keep  cool  and  be 
stylish  at  the  least  possible  cost.  Come  and  see  this  stock  anjiiow. 
No  need  to  buy,  but  the  chances  are  you  can't  help  it  when  you  see 
this  underwear,  hosiery,  these  parasols,  Oxford  ties,  fans,  corsets, 
l)elts,  table  linens,  and  a  hundred  other  seasonable  things  : — • 


The  coupled  favorites  of  the  year  :  plenty  of  wearing  time  still 
ahead,  and  never  .so  near  nothing  to  pay  for  the  fabrics.  The  list  that 
follows  is  merely  suggestive  —  it  could  be  many  times  as  long. 


Ever3-thing  that's  Summerish  is  under  the  ban  —  because  in  the 
height  of  the  Summer  season  we  must  be  planning  for  Fall.  Pick 
anywhere  —  the  price  will  be  less  than  the  normal. 


"  Cheap  notions  "  means  nothing;  probably  the  very  worst  store  is 
the  one  that  is  selling  notions  cheapest.     Come  .see  the  quality  of  these. 


The  clearing  fever  has  struck  the  silk  department  ;  and  this  morn- 
ing a  lot  of  pretty  light  summer  fabrics  go  on  sale  at  most  tempting 
prices. 


Muslin  Curtains  are  dainty,  make  a  cooling  impression  and  are  es- 
sential to  summer  furnishing.  vSucli  as  we  offer  to-day  wear  well  and 
launder  beautifully. 


A  Wrapper   is   the  cheapest  comfortable  thing  in  the  world  —  and 
there  's  style  to  these  besides  cheapness  and  comfort. 


THE  DRY  GOODS  BOOK. 

In  buying  for  a  large  store  like  this  one,  mistakes  are  bound  to 
occur,  it  is  impossible  to  tell  how  large  the  demand  will  be  for  any 
article.  It  is  beyond  the  power  of  any  merchant  to  look  into  the  future 
and  determine  how  much  of  this  or  how  little  of  that  to  buy.  He  has 
to  guess  to  a  more  or  le.ss  extent. 

This  store  makes  mistakes.  It  frequently  has  an  overstock  of  one 
thing  or  another.  Odds  and  ends  collect  in  every  department.  These 
overstocks  represent  money.  It  is  better  to  get  half  their  value  by 
selling  them  at  half  prices,  than  to  get  nothing  by  keeping  them.  To 
clean  up  these  odds  and  ends,  I  shall  hereafter  set  apart  Wednesday  of 
each  week  as  special  bargain  day. 

These  special  day  sales  will  begin  on  next  Wednesday.  The  prices 
will  be  marked  down  so  low  that  a  few  hours  each  week  will  see  the 
end  of  all  the  goods  put  up  for  sale. 


We  've  been  lace  leaders  in  Philadelphia  for  thirty  years  — •  and  that 
isn't  the  result  of  accident.  Maybe  it's  because  we  sell  better  laces 
cheaper  than  other  stores — -maybe  it  's  because  there  's  not  a  lace  idea 
that  isn't  here  before  other  places  have  it.  But  whatever  the  reasons, 
we  've  made  the  lace  place  here  —  and  keep  it. 


No  need  for  us  to  wait  until  }'Ou  don't  need  muslin  underwear  to 
advertise  a  clearance  sale.  Better  do  it  right  now  —  to-day  —  when 
muslin  underwear  is  needed,  and  when  you  can  find  room  in  your 
nearly  packed  trunk  to  put  a  garment  or  so  for  seashore,  mountain,  or 
country  wearing.  Reputable  underwear  only  you  '11  find  to-day, 
although  the  prices  might  lead  you  to  expect  but  trash.  Reputable 
underwear  only  —  remember  that.     We  can't  say  it  too  often. 


Yon  can't  tell  when  a  shower  is  coming.  But  you  can  be  ready  for 
it  all  the  time.  Two  dollars  invested  in  an  umbrella  often  saves  the 
|2o  or  more  you  have  invested  in  a  suit  and  hat. 

Look  at  these umbrellas, inch,  ■ frame,  at  $2.     Some 

in  the  show  window.  Lots  more  in  the  store.  Best  $2  worth  of  rain 
protection  j-ou  ever  saw. 

Dress  Silk  Remnants. —  No  misunderstanding  desired.  Read 
the  following  carefully  —  the  statement  is  accurate. 


Selling  best  grades  as  cheap  —  even  cheaper  —  than  other  stores 
sell  inferior  grades  is  the  only  reason  for  our  big  notion  and  lining 
business.     But  then  what  other  rea.son  is  necessary  ? 


The  finest  buckles.  Nothing  light  or  "  tinny  "  about  them.  If  you 
picked  'em  up  on  the  roadside  they  would  n't  be  much  cheaper.  A 
nice  belt  always  comes  in,  doesn't  it? 


THE  DRY  GOODS  BOOK. 

Style  costs  nothing  ;  its  absence  is  what  costs  —  like  salt,  which,  as 
the  small  boy  said,  "makes  potatoes  taste  bad  if  you  don't  put 
any  on." 

Black  Drkss  Goods.  —  Black  grows  .steadily  in  favor  —  and  no 
wonder  ;  there 's  a  sense  of  security  in  black  that  nothing  else  can  give. 


W.\SH  Goods  Remn.\nts.— The  bigger  the  piles,  the  smaller  the 
price  —  they  must  go. 

You  know  what  grand  silk  selling  we  have  been  doing  for  the  last 
month.  Of  course,  such  sharp  cutting  makes  a  shower  of  short  prices. 
We  have  taken  them  all,  lengths  of  from  i  to  i6  yards,  and  from  silk 
selling  at  50c  to  $2.50,  and  made  the  prices. 


Shirt-W.\ists. —  Not  a  manufacturer's  entire  output  —  including 
all  the  mistakes  he  made  —  but  the  choice  from  the  stocks  of  the  best 
manufacturers  and  at  prices  that  are  very  low. 


Ribbons.  —  Cleanest    lot    ever    offered    here.      Up-to-date    styles. 
Nothing  off  but  prices. 


Here  is  a  chance  to  get  an  excellent  shirt-waist  at  almost  no  cost  at 
all.  A  Percale  waist,  too.  Percale,  you  know,  is  the  be.st  fabric  that 
anybody  ever  made  for  shirt-waists.  It  wears  well,  looks  well,  washes 
splendidly,  aad  will  take  starch  without  any  trouble  at  all. 


Quality  is  the  guiding  .spirit  in  this  store.  Quality  first,  quality 
last,  quality  all  the  time.  Where  quality  is,  satisfaction  is,  and  that 
is  the  place  to  spend  your  money. 

Then,  too,  it  is  such  a  pleasant  place  to  visit,  —  pleasant,  courteous 
sales-people  who  never  act  imj^atient  when  you  express  a  wish  to  look 
around  or  rest,  but  not  buy. 

Come  as  often  as  you  can,  stay  as  long  as  you  like,  buy  if  you  can't 
help  it. 


Parasols   have  been  slow  —  more  rain  than  shine.     Here  are   the 
prices  to  stir  them  up. 


Wonderful  how  the  prices  on  silks  have  come  down.  The  value  's 
there,  though.  Read  these  four  items,  for  in.stance,  as  examples  of 
cheap  silk  selling. 


THE  DRY  GOODS  BOOK. 

Kvery  woman  knows  that  it  is  an  art  to  make  summer  suits.  They 
know  It  is  a  heap  of  trouble,  and  the  stuffs  cost  wonderfully  when  you 
start  to  put  them  together.  We  have  made  it  easy  for  you' to  skip  the 
worry  and  the  work  and  not  to  have  too  much  to  pay.'  We  have  just 
received  a  number  of  ready-made  ladies'  sints  from  New  York  City 
They  show  all  the  style  and  exclusiveness  for  which  that  city  is 
famous.  They  are  the  work  of  men  tailors.  They  are  full  of  fashion 
without  your  having  to  pay  fashionable  prices.  Stylish,  cool,  and 
will  give  excellent  service. 


We  are  conducting  the  most  up-to-date  .store  in  .     We  are 

using  modern  methods.  We  buy  in  great  quantities,  and  sell  so  close 
to  cost  that  the  goods  go  out  of  the  store  almost  as  soon  as  we  unpack 
them.  A  little  bit  of  profit  on  a  great  many  sales  is  the  guiding  star 
of  this  business. 


Ihe  particular  advantage  of  buying  umbrellas  and  parasols  at  this 
store  is  that  you  can  get  what  you  want.  You  can  suit  both  your 
tancy  and  your  pocket-book.  Your  selections  are  not  confined  to 
a  few  varieties.  Precisely  what  you  desire  can  nearly  always  be 
found  in  stock. 

I  carry  whatever  is  good,  stylish,  and  moderate  priced.  I  see  to  it 
that  neither  the  materials  nor  the  workmanship  is  slighted.  I  look 
out  for  the  newest  handles  and  latest  trimmings. 


The  woman  who  "shops"  will  find  the  most  tempting  .sort  of  bar- 
gains among  our  wash  dre.ss  goods.  It 's  an  old  story  of  buying  too 
many.  It 's  an  old  story  of  selling  out  at  prices  often  lower 'than  the 
goods  cost  us. 

The  women  of know  this  store.  They  know  its  advertise- 
ments mean  preci.sely  what  is  said.  That 's  why  we  expect  to  close 
out  several  lines  of  wash  dress  goods  in  "less  than  no  time  "  almost 
because  the  prices  have  been  put  down  so  low. 


A  complete  wardrobe  for  summer  time  includes  a  nice  parasol  A 
parasol  is  the  first  thing  you  see.  If  it  is  right  in  shape  and  trim- 
mings and  color,  it  will  afford  a  wonderful  degree  of  sat.sifaction  If  it 
IS  wrong,  all  the  finest  clothes  in  the  State  won't  offset  the  bad  effect 
\\  hite  para.sols  are  particularly  styli.sh.  Thev  look  cool,  and  they  keep 
you  cool.     They  add  a  touch  of  daintiness  to  the  whole  attire 


A  special  sale  in  this  store  means  a  special  sale.  Women  are  com- 
ing to  know  this  better  and  better  every  day.  I  have  no  desire  to 
deceive  anybody.  I  want  to  be  judged  fully  by  what  I  sav  and  what 
1  do.  I  want  you  to  have  confidence  in  me  and  in  my  goods  I  want 
you  to  know  that  I  will  give  you  the  utmost  value  for  your  dollars 


THE  DRY  GOODS  BOOK. 

vSilks  and  dress  goods  and  seasonable  things  of  all  sorts  are  heaped 
up  most  temptingly.  No  matter  what  your  merchandise  need  may  be, 
come  with  confidence  —  and  prepared  to  be  surprised  by  the  littleness 
of  the  prices. 

Did  you  ever  notice  that  some  women  dress  stylishly  on  a  sum 
which  only  enables  their  neighbors  to  dress  poorly?  Do  you  know 
the  reason  ?  Well,  ask  them.  See  if  their  answers  are  not  about  the 
same.  They  '11  say  that  when  we  advertise  a  bargain,  the}'  come  and 
secure  it.  They  know  by  experience  that  our  advertisements  are 
facts.  When  they  come  to  the  store,  they  find  the  goods  to  be  exactly 
what  we  say  they  are. 

A  charming  collection  of  shirt-waists  in  reduced  circumstances  — 
financially  reduced,  but  they  are  beautiful  and  proud  as  ever  —  rich 
gleanings  from  the  Stanley  productions  —  nothing  old  or  musty  about 
them  —  this  season's  crop  —  every  one.  Too  numerous  —  that's  the 
reason  we  offer  them  at  a  third  to  one-half  less  than  we  have  been  get- 
ting for  them  right  along.  We  throw  the  several  grades  into  two 
lots  —  one  lot  at  50c,  one  at  gSc. 


Women's  Parasols.  —  We  have  a  reason  for  cutting  the  price  of 
these  —  we  want  to  create  more  talk  among  the  people  who  care  for 
style  and  appearance.  Such  parasols  at  such  prices  will  surely  be 
great  talk  creators. 


There  's  an  assortment  of  embroideries  here  that  makes  this  store 
easily  the  first  as  regards  variety  and  prices.  Did  any  one  ever 
undersell  us  on  embroideries? 


No  reasonable  person  would  ever  expect  to  get  such  garments  for 
less  than  50c  each.  We  're  often  able  to  give  better  values  than  even 
the  unreasonable  people  expect.  We  always  have  a  spot  cash  to 
exchange  —  for  dependable  goods  —  when   we  can  name  the  price. 


We  would  n't  advertise  the  following  items  and  their  prices  if  they 
weren't  worth  more  —  all  are  worth  more  —  much  more  —  and  buyers 
will  appreciate  it  —  and  talk  about  it  —  it's  this  favorable  talk  that 
we'  re  after  —  it  makes  us  grow. 


The.se  garments  possess  that  stamp  of  newness,  of  exclusiveness,  of 
absolute  perfection  in  every  little  detail.  The  lady  who  wears  one 
won't  meet  the  duplicate  of  it  on  ever}'  corner  —  there  is  only  one  of 
each  kind,  and  we  're  quite  certain  she  '11  never  meet  its  duplicate  in 
value. 


THE  DRY  GOODS  BOOK. 

The  main  thing  to  think  about  in  buying  a  corset  is  comfort.  After 
that  comes  shape  and  figure.  It  is  ea.sy  enough  to  get  a  corset  that 
makes  the  waist  small  and  slender,  but  the  trouble  is  that  it  is  nearly 
always  done  at  the  sacrifice  of  comfort.  There  is  one  corset  that  is 
more  comfortable  than  any  other.  A  cor.set  that  creates  a  long, 
graceful  waist  and  an  exquisite  figure.     That  is  — 


There  is  nothing  easier  for  a  woman  to  see  at  a  glance  than  the 
worthfulness  or  worthlessness  of  a  shirt-waist  stock.  She  can  see  in  a 
minute  whether  style  has  1)een  closely  looked  after.  She  can  tell 
whether  the  patterns  are  up-to-date  or  back  numbers.  We  have  heard 
but  one  opinion  of  our  shirt-waists.  Every  woman  who  has  been  here 
says  it  is  the  fullest,  freshest,  and  fairest  assortment  that  was  ever 
under  this  roof.  It  is  better  than  most  stocks  and  equal  to  any  other 
in  town. 


The  woman  who  reads  our  advertisements  regularly,  and  pays  atten- 
tion to  them,  will  be  ahead  a  good  many  dollars  at  the  end  of  the 
year.  Exactly  what  we  say  in  the  papers  is  exactly  what  we  mean. 
We  have  no  desire  to  misrepresent  anything.  We  proceed  upon  the 
idea  that  women  are  good  economists,  and  are  glad  to  know  about  the 
best  place  to  buy.  We  believe  in  telling.  Come  in  and  see  how  well 
our  ads  match  our  goods. 


The  lady  who  comes  here  to  buy  a  jacket  or  cape  can  be  sure  of  this 
much  —  that  the  garment  will  be  stylish,  sensible,  and  serviceable. 
W'e  know  what  every  jacket  and  cape  in  this  store  is  worth.  We 
know  it  is  right  in  quality,  right  in  shape,  and  suited  to  sensible  serv- 
ice. An)'  woman  will  be  charmed  with  the  dainty  way  in  which  our 
garments  are  made.  There  is  an  airy  lightness  about  them  so  that 
they  seem  to  be  almost  without  weight. 


This  isn't  a  job  made  up  of  odds  and  ends  and  bad  sizes.  The 
goods  are  brand  new  and  come  straight  from  the  factory.  They  never 
saw  the  light  of  day  on  a  merchant's  counter  until  this  week. 


Is  this  plain  enough  ?  Every  article  you  buy  at  this  store  is 
guaranteed.  No  matter  what  it  is — whether  a  spool  of  thread  or  a 
sealskin  sacque  —  if  you  are  not  satisfied  in  every  way,  we  want  you  to 
come  back  and  get  your  money.  There  will  be  no  fussing,  no  contro- 
versy. Simply  .say  you  are  dissatisfied,  and  your  money  will  be  cheer- 
fully returned. 

That  is  our  way  of  doing  business.  It  is  the  fairest  way  we  know 
anything  about. 


THE  DRY  GOODvS  BOOK. 

This  is  the  season  when  most  all  women  are  thinkin_i(  about  shirt- 
waists. Fact  of  the  matter  is  that  no  other  garment  ever  invented  for 
women  is  as  comfortable  or  becoming  or  sensible  as  the  shirt-waist. 
No  matter  liow  much  natural  beauty  a  lady  possesses,  she  will  be 
doubly  attractive  if  she  wears  stylish,  perfect-fitting,  up-to-date  shirt- 
waists. 


^^■e  sell  for  cash  alwa^'s.  We  extend  credit  to  nobody.  Not  because 
we  doubt  a  great  many  buyers'  ability  to  pay,  but  because  the  cash 
system  is  the  only  fair  plan  that  anybody  ever  invented. 

lender  a  credit  system  there  are  alwaj^s  uncollectable  accounts.  A 
merchant  is  compelled  to  charge  higher  prices  to  make  good  these 
losses.  The  people  who  do  pay  are  the  ones  who  make  up  the  losses 
from  those  who  don't  pay. 

Our  cash  system  means  bottom  prices  always.  It  means  the  same 
price  to  everj-body.  It  means  a  hundred  cents'  worth  of  goods  for 
every  dollar  to  spend. 


You  can  almost  buy  with  your  eyes  shut  and  know  that  qualities  are 
right.     These  little  prices  do  not  mean  low  qualities. 


No  matter  how  or  wh}-  we  do  it,  the  newest  things  are  here  at  a  cost 
so  small  as  to  make  you  almost  doubt  your  own  eyes. 


Our  plan  of  doing  business  makes  it  as  safe  for  a  child  to  buy  as 
for  parents  themselves.  Under  no  possible  circumstances  can  you  fail 
to  be  satisfied.  No  matter  if  a  blind  person  makes  a  purchase  here, 
the  purchase  money  paid  us  will  be  promptly  refunded  if  the  buj'er 
wants  it.  We  haven't  the  least  desire  to  sell  anything  to  a  customer 
if  it  isn't  exactly  suitable  and  desirable  and  reliable.  We  are  never 
satisfied  unless  our  patrons  are  satisfied. 


Everybody  doesn't  possess  good  ta.ste  in  buying  spring  wraps.  We 
believe  onr  "buyer  knows  as  much  about  style  and  beauty  as  any  other 
man  in  America.  That 's  what  makes  this  department  so  popular  with 
correct  dressers. 


We  are  never  satisfied  with  our  store. 

No  difference  how  complete  and  perfect  it  may  seem  to  you  —  no 
matter  if  you  are  altogether  satisfied  with  it  — we  are  not.  We  are 
trying  all  the  time  to  make  it  better.  This  spring  it  is  in  advance  of 
last  fall.  Next  fall  it  will  be  still  further  advanced  than  this  spring. 
It  is  a  stor}-  of  progress,  day  after  day . 


THE  DRY  GOODS  BOOK. 

Not  the  cheap,  worthless  sort,  but  good,  carefully  selected,  well  put 
together  garments  that  can  be  depended  on  for  faithful  service  — 


So]\iK  Real  Good  Jacket  News. —  Nothing  pleases  women  so 
much  as  good  jacket  news  these  days.  Here  is  something  late  for 
your  consideration. 


Makers  are  anxious  to  clear  their  workrooms  before  the  Christmas 
trade  sets  in  with  full  force  —  for  then  comes  their  lull.  They  talk 
"cheap"  to  cash  listeners.  We  listened  but  we  bought  very  scruti- 
nizingly.  The  values  in  our  specials  must  be  more  pronounced  even 
than  in  the  regiilar  lines. 


Bi^ANKET  Goodness.  —  When  we  say  "All  Wool" — that's  what 
it  means — -no  half  way  business  about  it  —  it  's  either  all  wool  or  we 
don't  call  it  wool  — 


A  Great  Underwear  Sale.  —  One  of  those  mighty  saving 
opportunities  that  come  so  seldom.  We  have  prepared  a  feast  of 
bargains  in  this  department  for  to-morrow  that  will  delight  the  thrifty. 
Some  prices  as  low  as  50c  on  the  dollar.     Read  on  ! 


Find  its  peer  anywhere  !  It  seems  that  we  are  daily  being  recog- 
nized as  the  store  where  ladies'  jackets  can  be  purchased  at  figures 
within   the  reach  of  all. 


Riding  the  wave  of  popularity  again  to-morrow,  as  always  —  placing 
within  your  reach  an  aggregation  of  silk  values  of  the  greatest  magni- 
tude. 


A  sensational  sale  of  heavy  woolens.  Everything  pertaining  to  the 
outer  wear  of  man,  woman,  or  child.  Never  before  in  the  history  of 
the  woolen  industry  have  fine  woolens  retailed  at  Yz  wholesale  price. 


Tempting  Linen  Offers. — Some  rare  good  fortune  awaits  those 
who  seek  beautiful  and  useful  gifts,  and  what  prudent  housekeeper 
does  not  ? 


Remarkable,  isn't  it,  that  we  should  make  such  enormous  reduc- 
tions ?  But  we  have  about  125  of  these  fur  capes  left  from  last  season. 
There  is  nothing  the  matter  with  them.  Our  policy  is  to  sacrifice  all 
goods  left  from  a  previous  season,  so  these  capes  must  go. 


THE  DRY  GOODS  BOOK. 

We  '11  keep  December  lively  with  dry  j^oods  surprises,  and  to-day's 
offerings  are  a  fair  sample  of  the  extremes  to  which  we  're  going  to 
resort  to  gain  our  end.  It  '11  be  a  sorry  period  for  prices.  We 
sha'n't  spare  popular  lines  and  we  won't  force  undesirable  goods  on 
you.  The  whole  store  is  billed  for  a  determined  series  of  price-cuts. 
Reductions  that  will  lay  bare  cost  itself  —  and  often  strike  a  notch  or 
so  into  loss. 

All  who  keep  abreast  of  the  times  know  that  garments  ready  to 
wear  are  growing  in  favor.  They  are  cut  better,  made  better,  lined 
better,  and  finished  better  than  formerly — it  saves  worrj^  too.  You 
know  our  qualities  are  stamped  with  bestness,  our  styles  properly 
exclusive.  Now  see  our  l:)lack  satin  waists.  vSome  at  50c  ;  then  there 
are  some  all-wool  flannel  with  braid  at  98c  and  #1.25. 


We  want  just  one  more  customer  and  you  're  the  one  that  we  want 
if  you're  not  one  already.  If  you  will  give  us  the  chance  to  show 
you  how  careful  we  are,  what  good  things  we  sell,  and  how  much  sat- 
isfaction there  is  in  trading  with  us,  we  are  sure  you  will  become 
a  regular  customer.  We  would  take  anything  back  and  refund  the 
money  if  it  proved  unsatisfactory,  but  we  never  have  to. 


Our  customers  have  learned  by  experience  that  we  are  able  to  sup- 
ply them  not  only  with  the  latest  and  most  exclusive  novelties,  but 
with  the  very  choicest  goods  in  style  and  qualit}'.  Our  ability  to 
secure  new  things  of  the  highest  order  of  excellence  is  phenomenal 
and  proverbial.     For  example,  we  point  out  our  — 


Any  old  store  won't  do  when  you  are  looking  for  a  winter  wrap. 
Go  where  they  make  a  specialtj'  of  the  wrap  business  and  you  are 
sure  to  find  just  what  you  want.  We  .sell  nothing  but  wraps  and  han- 
dle exclusive  lines  that  you  will  find  in  no  other  store  in  town. 


Quality  and  .style  are  alwa3'S  prominent  in  this  department.     But 
just  here  we  want  to  mention  a  few  of  our  strongest  specials. 


By  our  strength  of  infinite  resources  we  've  scored  many  victories 
for  you.  We  are  never  feeble,  never  faint-hearted  in  battling  with 
high  prices.  If  we  were  we'd  never  expect  to  be  conquerors.  That 
our  name  is  synonymous  with  big  value  giving  is  evidenced  by  the 
busy  scenes  always  surrounding  every  department.  We  are  on  the 
home  stretch  of  this  year's  business  record,  and  to  roll  up  the  biggest 
volume  of  merchandise  selling  .since  our  establishment,  we  're  will- 
ing to  shave  prices  very  near  the  cost  line.  So  from  now  until  the 
end  of  December  expect  the  most  phenomenal  bargains  from  every 
department  in  our  stores. 


THE  DRY  GOODS  BOOK. 

The  store  abounds  in  just  such  offerings  that  this  weather  would 
suggest.  Our  buyer's  cleverness  will  be  apparent  by  the  smallness  of 
prices  asked,  but  we  always  assert  that  not  by  an}-  possibilities  nor 
under  any  plea  shall  good,  seasonable  merchandise  be  sold  lower  any- 
where.    Come  while  the  best  values  are  here. 


A  QUARTKTTK  OF  Fi^ANNKL  BARGAINS. — Four  special  offerings 
that  will  swell  the  usual  cold  weather  crowd  of  buyers  at  the  flannel 
counter  to-morrow.  Every  one  is  a  strong  leader  —  and  any  one  is 
worth  coming  after  alone.  Good,  reliable  flannels  seldom  reach  such 
a  low-price  level. 


You  '11  be  satisfied  with  goods  bought  here.  Our  customers  are 
spared  that  uncomfortable  afterthought  :  "I  might  have  done  bet- 
ter."    You  '11  do  best  in  this  store. 


Heaps  of  business  at  our  store.  The  way  our  business  is  growing 
is  a  caution  !  Nothing  like  it  was  ever  known  before.  To  think  that 
this  city  has  been  content  to  pay  big  credit  prices  all  these  years, 
until  we  showed  it  what  a  strictly  cash  house  can  do !  We  cut  full 
40  per  cent  under  the  credit  prices. 


It's  an  ill  wind  that  blows  nobody  good.  Through  an  error  in  ship- 
ping, one  of  our  orders  for  fall  goods  was  duplicated.  The  materials 
are  seasonable  goods  and  the  wholesaler  has  asked  us  to  sacrifice 
them.  We  have  decided  to  do  so,  and  the  wholesaler's  loss  will  be 
our  customers'  gain. 


Come  and  Share  the  Spoils.  —  Hundreds  of  your  friends  are 
carrying  away  in  triumph  the  spoils  of  this  immense  clearance  sale 
every  day.  On  account  of  the  holiday  goods  which  are  crowding  in 
we  are  compelled  to  cut  all  other  prices  in  order  to  make  room.  Take 
this  ad  seriously,  and,  believe  us,  you  can  make  a  big  saving  on  pur- 
chasing before  this  week  ends. 


The  Indian  regards  his  blanket  as  second  only  in  importance  to  his 
rifle.  Civilization  regards  blankets  in  this  sort  of  weather  as  priceless. 
But  even  in  blankets  there 's  a  difference.  Our  stock  contains  only 
the  better  sorts.  They're  low  priced  'tis  true  —  but  that's  the  way 
with  everything  here  —  low  priced — high  grade.  And  nothing  else 
finds  room. 


Here  are  pretty,  well-fitting,  stylish  coats  at  I3. 50.     Of  course  that 
was  n't  meant  to  be  the  price  — they  're  I5.00  coats  all  through. 


thp:  dry  goods  book. 

The  sign  of  the  dollar  is  what  interests  the  Imlk  of  the  buying  pub- 
lic. When  they  find  where  they  can  save  or  make  a  dollar,  they  are 
at  once  interested.  Our  desire  is  to  save  dollars  for  those  who  deal 
■vvith  us.  We  are  glad  of  our  ability,  and  anxious  for  an  opportunity 
to  demonstrate  to  you  what  we  can  and  will  do. 


A  pretty  tie  holds  an  important  place  in  a  woman's  toilet  this  sea- 
son. And  our  showing  to-day  speaks  the  extensive  readiness  to  please 
all  tastes.  Nothing  really  pretty  is  missing  from  this  gathering. 
Hundreds  of  beautiful  styles  are  displayed.  Stock  collars,  jabots, 
fronts,  bows,   ruflfs,   and   collarettes. 


The  old  story  of  a  maker  who  battled  against  a  delayed  winter  and 
dull  trade — and  lost.  Many  garments  were  only  partlj'  completed  ; 
we  supplied  funds  to  finish  them  all,  and  offer  the  first  lot  to-day. 
Some  at  half  values  —  some  even  at  less.  These  coats  are  perfect  in 
every  way,  and  comprise  the  newest  styles,  made  of  many  different 
cloths.  All  sizes  in  the  assortment.  The  average  value  is  ;^  15.00  ;  to- 
day's selling  is  at  $7.50. 

In  this  great  world  of  merchandising,  opportunities  are  constantly 
occurring  in  which  spot  cash  and  a  great  outlet  count  for  a  great  deal 
in  purchasing.  We  are  ever  in  the  market,  no  lot  is  too  large  for  us  ; 
providing  it  is  of  good  grade  and  underpriced.  We  always  give  our 
customers  the  benefit  of  these  purchases. 


The  Survival  of  the  Fittest. —It  is  for  good  plain  business 
reasons  that  this  house  so  far  outshines  any  thing  of  its  kind  in  this 
part  of  the  State  —  reasons  that  are  perfectly  obvious  to  the  visitor. 


The  goods  are  here,  all  crisp  and  bright  as  the  blushing  autumn 
leaves.  The  prettiest  offerings  for  holiday  shoppers  you  ever  looked 
at.  We  want  you  to  see  them.  Don' t  wait  a  minute.  The  stock  is 
ripe  and  ready  for  your  reaping.  Come  to-day,  and  select  presents  for 
your  friends  and  families. 


The  fur  market  is  as  sensitive  as  the  stock  market  —  a  lull  in  sales, 
or  the  late  starting  of  a  .season's  business  will  send  prices  .scampering 
down  hill.  And  yet  furs  have  a  more  real  ba.sis  of  value  than  any 
other  article  of  woman's  attire.  To  buy  during  the  little  scares  is 
.simply  to  make  one's  money  go  an  extra  long  way. 


W^omen's  Merino  Underwear. — Your  good  health  depends 
greatly  on  the  undergarments  you  wear.  We  don' t  sa}-  cotton  is  wool 
here,  but  we  do  say  we'  ve  the  best  stock  and  lowest  prices. 


THE  DRY  GOODS  BOOK. 

We  don' t  need  to  study  the  stars  to  know  when  there's  a  need  for 
housekeepers'  linens.  Same  with  holiday  goods.  People  have  been 
"  looking  around  "  for  some  time.  Now  they  are  buying.  It  is  much 
better  to  buv  when  assortments  are  complete  —  putting  it  off  till  later 
is  bad  policy.    We'll  siipply  your  ever}'  want — and  at  lowest  prices,  too. 


Early  predictions  of  a  hard,  cold  winter  are  being  fulfilled,  and  this 
is  onlv  the  beginning.  Weeks  and  weeks  of  it  still  to  come.  Good 
warm  bed  furnishings  will  be  needed  well  on  into  the  spring,  unless  all 
the  weather  prophets  are  wrong.  Time  to  get  them  is  now,  while  the 
winter's  young,  and  the  stocks  are  fresh  and  new. 


Silk   Petticoats. — Plenty  of    them,  and    pretty  ones,   too,  and 
priced  right.     You  would  n'  t  ask  for  more,  even  if  you  could. 


Instead  of  putting  fancj'  holiday  prices  on  our  goods  because  we 
know  you  will  buy  anyway,  we  have  marked  down  every  article  in 
this  store,  so  that  30U  can  make  all  your  purchases  now,  and  not  have 
to  wait  until  after  the  holidays  to  get  the  advantage  of  reduced  prices 
for  goods  that  you  want  now. 


A  Big  Little  Lining  Story. — They  are  the  cotton  linings  that 
look  and  feel  and  sound  like  silk  ;  —  yes,  and  wear  better  than  some 
silk  kinds.  They  are  light  in  weight,  but  strong,  with  a  crispiness  to 
the  touch  and  a  silky  luster  to  the  eye. 


Blankets  need  first  of  all  to  be  warm,  but  comfort  demands  also  that 
the}-  be  pleasant  to  both  smell  and  touch.  Hard  to  get  the  wools  pure 
and  inodorous  ;  few  makers  accomplish  it ;  but  we  have  found  the 
ones  that  do.  Only  scentless  wools,  carded  to  the  pleasant  fluffy 
warmth,  are  used  in  the  making  of  the  blankets  we  show.  Of  course, 
not  all  the  blankets  are  all  wool ;  cotton  is  better  for  the  warp  in 
some  of  the  cheaper  grades. 


The  mighty  magic  of  fair  dealing  and  low  prices  for  good  goods  dur- 
ing this  great  sale  is  drawing  the  purchasing  public  into  the  four  walls 
of  our  big  salesrooms,  and  it  is  not  to  be  wondered  at,  when  we  are 
selling  the  very  be.st  goods  at  such  prices  as  these  :  — 


You  can't  buy  a  poor  article  at  our  store,  and  you  can't  buy  an  ar- 
ticle that  we  are  not  willing  to  exchange  or  give  your  money  back  for, 
in  case  you  don't  like  it  after  you  get  home. 


THE  DRY  GOODS  BOOK. 

Vou  should  use  discretion  in  doing  3'our  lu)liday  shopping,  and  go  to 
the  place  where  you  are  sure  to  fincl  the  best  quality  of  goods.  We 
invite  you  to  come  to  this  store;  for  we  know — well,  never  mind 
what  we  know.  You  accept  our  invitation,  and  you  will  find  many 
pleasing  items  to  your  advantage. 


Dress  goods  SppXIAi,. —  Call  it  pu.shing  out  some  excessive  stock, 
making  room,  or  what  you  will,  but  this  morning's  opportunity  for 
some  l)right,  fresh  fabrics  such  as  these  will  not  go  unheeded. 


The  larger  store  and  extended  stocks,  afford  greater  opportunity 
for  choosing.  We  mean  to  merit  the  preference  of  gift  buyers  with 
goods  of  the  better  class,  priced  to  make  it  financially  interesting  for 
you  to   come  here,  as  well  as  interesting  from  every  other  point  of 


In  an  establishment  like  this  that  gathers  under  its  roof  such  a 
variety  of  gift  goods  from  all  over  the  world,  you  are  sure  to  find  some- 
thing suitable  for  every  man,  woman,  and  child. 


We  have  always  had  the  name  of  selling  the  best  quality  of  furs 
and  most  stylish,  tasty  cloth  cloaks  shown  in  this  city.  In  addition 
to  these  facts,  this  year  we  have  got  (and  justly  earned)  the  name  of 
selling  the  best  goods  for  the  least  money.  Whatever  others  did  on 
"  mistaken  early  purchases,"  surely  we  made  no  mistakes.  Our  goods 
have  been  right,  our  prices  have  been  right,  and  we  have  sold  the 
goods.  The  goods  we  have  now  are  late  arrivals  in  new  effects,  differ- 
ent from  early  goods  (we  never  believed  in  uniforming  the  town  with 
great  quantities  of  the  same  styles),  and  again  our  prices  are  right. 


This  sale  means  big  losses  to  us,  but  big  gains  to  the  consumer. 
Our  dress  goods  stock  must  be  moved,  whatever  the  sacrifice.  All 
new  and  desirable,  no  old  or  shop-worn  stock.  All  new  Fall  and 
Winter  goods,  purchased  this  season. 


We  are  intensely  anxious  to  earn,  during  the  holidays,  a  certain  ad- 
jective. We  wi.sli  to  be  called  "The  Comfortable  Store."  To  gain 
this  honor,  during  the  top  pressure  days  before  us,  has  recjuired  much 
planning.  None  but  mem1)ers  of  our  own  store-family  can  realize  the 
extent  and  depth  and  breadth  of  these  preparations.  It  is  not  enough 
to  promise  you  an  unequaled  stock  and  fairest  prices.  We  recognize 
your  right  to  speedy,  accurate,  and  satisfactory  service,  and  to  phys- 
ical enjoyment  and  comfort  while  uufier  our  roof.  vSo  far  as  care  and 
thought  and  experience  and  expenditure  can  secure  these,  you  shall 
have  them,  holidays  or  no  holidays. 


THE  DRY  GOODS  BOOK. 

Curtain  chances  not  likely  to  occur  ajjain  in  many  a  month.  Lace 
curtains  —  of  the  desirable,  dependable  sort  —  are  to  be  sold  here 
Monday,  as  you  never  bought  them  before. 


We  respect  the  intelligence  of  the  people  of  this  community. 
We  credit  them  with  that  American  connnon  sense  that  recognizes 
a  really  good  thing  and  detects  the  fraud.  Without  further 
comment  we  call  your  attention  to  our  immense  stock  of  hand- 
some dress  goods,  silks,  velvets,  satins,  trimmings,  cloaks,  capes, 
and  underwear.  Judge  this  store  by  the  reliable  goods  you  find  here, 
and  we  are  satisfied.  We  want  you  to  come  and  see  what  we  are 
oflfering  this  week.     You  are  not  compelled  to  buy. 


A  week  of  extra  value  oflfering  in  the  dress  goods  department  for  the 
economical.     Don't  miss  this  money-saving  opportunity. 


Why  wait  for  January  clearance  sales  ?  the  time  to  buy  is  now.  The 
prices  we  name  for  this  week's  sale  are  low  as  could  possibly  be  made 
at  any  time.  There  is  a  limit  to  price  cutting,  and  the  values  quoted 
make  plain  that  we  have  reached  this  limit.  Stocks  are  complete,  you 
have  a  choice  now  that  can  not  be  had  later.  The  coat  you  want  is 
certainly  here,  for  all  is  shown  that 's  new,  nobby,  and  worthy.  There 
is  every  reason  why  you  should  buy  now  —  and  buy  here. 


A  half-bleached  linen  always  retains  its  sturdy  goodness.  It  soon 
becomes  full  white  in  use,  and  its  quality  is  as  serviceable  as  bleached 
linen  would  be  at  a  half  more.  This  word  just  describes  some  excel- 
lent half-bleached  table  linen  now  selling  at  fifty  cents  a  yard. 


CoivORED  Dress  Goods  —  Remnants. —  Our  incomparable  dress 
goods  stock  is  kept  up-to-date  by  the  continual  addition  of  novel 
weaves  and  new  shades  as  soon  as  produced.  Such  energetic  mer- 
chandising naturally  brings  a  lively  business,  and  results  in  an  accumu- 
lation of  short  ends  of  fabrics  in  an  immense  variety  of  styles  and 
shades.  To  keep  our  stock  clean  we  mark  these  remnants  by  the 
piece,  at  extremely  low  prices,  for  quick  disposal.  Many  of  them  are 
sufficient  for  dress  or  skirt  lengths,  and  would  make  acceptable  holiday 
presents. 


Our  New  York  buyer  found  a  veritable  dress  goods  plum.  From  an 
importer  who  was  anxious  to  have  cleared  decks  for  next  year,  he 
bought  63  pieces  dress  goods  at  a  price  that  doesn't  cover  cost  of  raw 
materials.  In  the  lot  are  both  blacks  and  colors  ;  and  every  yard  is  a 
beauty  that  brightens  and  freshens  up  our  stocks. 


THE  DRY  GOODS  BOOK. 

Cold  weather  speaks  more  strongly  in  favor  of  an  early  purchase  of 
warm,  comfortable  black  tights  for  ladies  and  children  than  any  word 
of  ours. 


Vv^e '11  start  the  sale  with  this  item,  that'll  inmiediately  get  you 
interested.  This  is  a  suit  that's  man-tailored,  made  from  the  best 
cloths  —  and  all  the  leading  colors  for  your  choice.  Coat  lined  with 
silk  ;  the  new  dart  sleeves  ;  adjustable  velvet  collars.  And  perfect 
set  skirts. 


A  monster  room-making,  stock-reducing,  unloading  sale  of  high-class 
merchandise  that  offers  the  greatest  money-saving  chance  of  recent 
years.  Goods  in  every  department  of  our  store  selling  at  cost,  at  less 
than  cost,  at  half  price,  and  at  less  than  half  price. 


A  tremendous  transaction  in  highest  standard  makes  at  prices  posi- 
tively without  parallel  in  recent  retailing.  No  possible  chance  of 
duplicating  this  extraordinary  opportunity  elsewhere  —  anywhere  — 
now  or  later. 


Nice  time  for  fur  buying.  Holiday  goods  are  pushing  them  out. 
Room  they  occupy  is  badly  needed  ;  and  buying  furs  liere  is  safe. 
We  tell  you  precisely  what  every  fur  is. 


Never  before  have  we  been  able  to  serve  you  so  well  or  so  economic- 
ally in  this  department.  Two  large  purchases  from  hard-uj)  manu- 
facturers at  6oc  and  65c  on  the  dollar,  respectively,  give  us  tlie 
opportunity  to  offer  values  that  are  simply  unapproachable.  Look 
into  it  —  you  '11  find  us  correct.  Among  many  other  bargains  in  these 
purchases  we  mention  these  —  of  course,  remember  such  opportunities 
don't  stay  in  show-cases  very  long  :  — 


Flyers  for  Mond.w. —  Our  magnificent  curtains,  curtain  materials 
and  draperies  never  made  a  quicker  flight  than  they  are  showing  now 
—  but  there  are  new  goods  arriving  daily,  and  every  one  should  come 
here  to-morrow  to  see  the  beautiful  things  that  are  finding  their  way 
to  the  third  floor  for  the  holiday  season.     Specials  for  Monda}-:  — 


Our  semiannual  stock-taking  sale  will  begin  Thursday,  December 
first.  In  the  past  these  sales  have  been  marked  b}'  success,  and  we 
don't  intend  to  have  this  one  lag  behind  in  point  of  profit  to  you  and 
interest  for  us. 


Perhaps  you  did  not  know  that  we  .sell  bed  coverings.  It  will  be  to 
your  advantage  to  know  it,  if  you  find  it  nece.s.sary  to  "  throw  on  more 
clothes"  these  cold  nights. 


THE  DRY  GOODS  BOOK. 

Christmas,  the  hapi)iest  season  of  the  3'ear  will  soon  be  upon  us. 
Christmas  shoj^pinj^r  will  be>^ii  at  this  store  in  earnest  to-day.  This 
beinj^  our  first  holiday  sale,  we  are  determined  to  make  it  to  your  ad- 
vantage. Everything  is  new  and  attractive.  Our  stock  embraces  all 
the  latest  goods  and  novelties  of  the  sea.son. 


When  thought  of  umbrellas  for  gift  purposes  conies  to  mind,  it 
invariably  leads  the  thinker  in  this  direction.  For  many  years  we 
have  held  the  umbrella  trade  because  of  the  innnense  variety,  the 
reliability  of  the  goods,  and  the  price  reasonableness.  We  were  never 
better  prepared  to  hold  and  increase  this  advantage  than  we  are  to-day. 


The  weather  bureau  is  full  of  pent-up  colds,  chills,  showers,  shakes, 
cold  winds,  and  blustery  weather.  You  had  better  change  your  un- 
derwear.    We  make  a  great  sale  on  these  goods  to-day. 


Don't  buy  underwear  that  was  made  only  to  sell.     We  are  building 
on  your  future  trade,  and  can  not  afford  to  load  you  up  with  trash. 


A  bit  of  a  bargain  :  Special  lot  of  collarettes  at  a  very  special  price 
to-day  and  to-niorrow\ 


This  store  is  demonstrating  every  day  that  goods  and  prices  count 
most  in  modern  merchandising.  Advertising,  location,  and  many 
other  things  are  interdependently  related  to  results,  but  the  style  and 
character  of  the  goods,  and  the  prices  they  "re  sold  at  are  of  first  im- 
portance. This  store  seeks  more  business  on  the  bassis  of  your  self-in- 
terest, and  asks  you  to  come  here  because  it  will  pay  you.    Investigate. 


There's  not  a  worthy  lace  made  but  what  you'll  find  here  in  a 
variety  of  prettiest  patterns  —  narrowest  to  widest  hand-made  real  lace 
skirtings. 


25c  a  yard  !  "It  seems  wicked  to  sell  such  goods  at  a  quarter !  " 
groaned  the  dress  goods  man  ;  but  why  keep  them  at  original  prices, 
37,  42,  and  50c,  even  if  they  are  up-to-date  styles?  We  couldn't  tell 
in  September  that  November  would  bring  many  May  days,  thereby 
limiting  the  demand  for  winter  stuffs,  and  leaving  the  stock  too  large 
at  holiday  time?  So  it  follows  if  you  wouldn't  pay  50  cents,  'twill 
be  next  to  impossible  resisting  the  new  price  of  25c  a  yard  on  these 
most  worthy  dress  fabrics  ! 


THE  DRY  GOODS  BOOK. 

Our  cloak  store  is  a  growth.  Not  a  speculation  or  a  temporary 
makeshift.  For  years  peoj^le  have  been  coming  and  asking  for  what 
they  wanted  ;  we  went  and  got  it,  got  more,  got  the  best  markets  i)ro- 
vided,  and  got  a  plenty.  The  plan  has  made  the  cloak  section  promi- 
nent ;  has  made  it  more  so  this  year  than  ever  before.  This  season 
sees  us  with  the  most  satisfying  gathering  yet,  and  we  're  naturally 
having  many,  expecting  more,  careful  buyers  every  day.  To-day  of 
the  completeness  we  speak  of  capes  only. 


Ladies'  Coats.  —  Great  as  have  been  the  values  in  our  coat  depart- 
ment in  the  past  few  weeks,  those  we  will  offer  to-day  will  far  eclipse 
them  for  style,  quality,  richness,  and  excjuisite  workmanship,  together 
with  extraordinary  low  prices  —  prices  that  border  on  the  phenomenal 
—  many  great  bargains  await  you  here  to-day. 


Character  and  Reputation.  —  This  store  possesses  both.  Char- 
acter, it  makes  for  itself.  Reputation  comes  from  you.  That  the 
store's  reputation  is  good  is  evidenced  by  a  satisfied  and  steadily  in- 
creasing patronage.  There 's  a  foreshadowing  of  coming  events 
which  will  be  of  interest  to  you.  The  intangible  of  a  month  ago  now 
takes  definite  shape.  Chrismas-tide  looms  up  with  all  its  trade  possi- 
bilities. We  're  preparing  for  the  gift-giving  time  as  we  have  never 
prepared  before  ;  but  more  of  this  is  good  time.  The  great  NOW 
offers  you  buying  chances  that  claim  your  immediate  attention.  We  've 
planned  for  some  quick  stock  moving  during  the  next  few  days  :  — 


Down  Comforts.  —  Soft  and  elegant  —  light  as  a  feather  and  warm 
as  toast  —  made  from  clean,  pure,  odorless  down,  and  covered  with 
handsome  sateens  and  silks. 


These  first  winter  days  that  call  imperatively  for  warmer  outerwear, 
have  made  busy  selling  in  our  cloak  department. 

It 's  remarkable  how  many  ladies  come  directly  here  and  buy,  with- 
out a  question  of  looking  farther.  Remarkable,  too,  how  many  who 
do  go  elsewhere,  come  back.  "You  've  the  finest  stock  of  jackets  and 
suits  in  town,"  is  the  verdict.  Imported  or  domestic  make,  high 
priced  or  low  priced,  it's  all  the  same  —  the  best  is  here  in  every 
instance. 


"The  Dependable  vStore  "  has  cut  out  for  itself  the  task  of  setting 
the  standard  for  low  selling  —  and  with  its  splendid  facilities  for  buy- 
ing advantageously  —  it  should  prove  no  formidable  feat.  To-day's 
special  values  are  a  fitting  climax  for  the  last  two  weeks'  wonderful 
selling,  and  mark  the  lowest  ebb  ever  reached  by  retail  selling. 
Every  garment  in  this  department  is  of  the  most  dependable  charac- 
ter—  perfect  in  style  —  correct  as  the  fashion-makers  of  the  world  can 
produce. 


THE  DRY  GOODS  BOOK. 

Gloves  and  mittens  are  necessities  ;  neatly  and  wannly  lined  ones 
are  luxuries,  when  the  mercury  keeps  down  to  the  zero  mark. 


This  store  is  brimful  of  bargains.  Bargains  because  the  goods  are 
the  satisfactory,  honest  kind,  and  because  we  see  to  it  that  the  prices 
are  always  the  lowest,  quality  considered.  This  week  will  be  a  week 
of  bargains  all  over  the  house. 


Our  store's  holiday  helpfulness  is  the  true  index  to  its  real  charac- 
ter. This  of  all  times  in  the  year  is  the  test  period.  The  "sifting" 
process  is  a  rigid  one.  Only  trustworthy  merchandise  finds  its  way 
here,  no  matter  how  low  the  price.  And  Christmas  wants  are  satisfied, 
whatever  they  may  be. 

This  community  looks  to  us  for  proper  styles,  dependable  mer- 
chandise, and  lowest  prices.  Your  confidence  in  us  is  not  misplaced 
—  every  safeguard  is  given  you  —  every  statement  we  make  is  fulfilled. 
Each  season  we  have  shown  that  which  is  the  newest  and  what  is  best. 
Every  article  we  sell  you  is  guaranteed  ;  if  a  garment  turns  out 
wrong,  we  make  it  right  ;  and  our  prices  are  always  the  lowest  that 
reliable  merchandise  can  be  sold  for. 


There  is  not  a  store  in  this  county  that  sells  goods  as  cheap  as  we 
do,  day  in  and  day  out  —  good  goods.  You  probably  know  that. 
You  probably  know  that  we  never  cut  the  price  on  one  article,  and 
make  it  up  on  the  next.  And  you  know  that  we  are  conducting  a 
square,  straight  business,  without  any  tricks  or  schemes,  and  that  we 
avoid  low  methods  and  untrue  statements  as  scrupulously  as  we 
avoid  job  lots  and  bankrupt  stocks  and  trashy  bargain  wares  or  poorly 
made  goods. 

We  reduce  every  white  cambric  cushion  in  stock  —  that  means  no 
regular  price  at  all — reductions  of  from  5c  to  25c  on  each  cushion 
means  that  much  cheaper  than  the  best  value  we  ever  offer — all  cush- 
ions extra  well  filled. 

Some  Rousing  Silk  Sales. —  You  will  wonder  how  such  thor- 
oughly good  silks  can  be  sold  at  such  little  prices.  Mind  you,  good 
silks,  from  our  regular  stock,  not  a  lot  of  cheap  rubbish,  bought  for 
cheap  sales. 

The  greatest  genuine  bargain  values  in  new  dress  goods  are  within 
your  reach.  It 's  up  to  you  —  grasp  it.  This  entire  week  will  be  one 
great  Thanksgiving  bargain-gaining  event. 


Warm  furs  for  winter  weather.     Snug,    warm   garments  —  all   the 
popular  furs  and  combinations. 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

JVith 

Time,  

Space, 

Price, ^ : _. _ _ 

Amount, _._ _ 

Expires, 

IVith 

Time^ _ _... 

Space, _ 

Price, _ 

Am,ount,  _ _ 

Expires,   

Remarks : 


THE  DRY  GOODS  BOOK. 


Record  of  Advertising  Contracts. 


With 

Tzme,  

Space, 

Price, 

Amount, 
Expires, 

With 

Time, 

Space, 

Price, 

Amount, 
Expires, 

Remarks 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

With 

Time,  _ 

Space  ^ 

Price, 

Amount, 

Expires, 

With 

Time, 

Space, 

Price, 

Amount,  __ 

Expires,   

Re^narks : 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

JVitk.. _ ^ _..._ „....._ 

Thne^  _ 

Space,.. „_ 

Price, 

Amount, _..„ 

Expires,  _ __ 

With. 

Time,, _ 

Space, 

Price, _ 

Amount, _ 

Expires,  „ 

Remarks : 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

With ^ _ 

Time^  

Space  ^ 

Price  ^ 

Amount^ 

Expires^  _ _ 

With „___ 

Time^__ _.._. _ 

Space  ^ „ _ _ „ 

Price  ^ : 

Amount^ 

Expires^ _ _ 

Remarks : 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

With 

Time^  _ 

Space  ^ 

Price  ^ _ -- 

Amount^  „ __ 

Expires^ 

With _ 

Time^ _ 

Space  ^ „ 

Price  ^ _ 

Amount^ 

Expires^  _ „ 

Remarks ; 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

With _ 

Time,  _ 

Space  ^ 

Price, :._ - — 

Amount, _ - 

Expires,  _ 

With „ - 

Time, _ _ - 

Space, „_ __ - 

Price, „ __ 

Amount, „ 

Expires,   _. „ 

Remarks : 


THE  DRY  GOODS  BOOK. 

Record  of  Advertising  Contracts. 

IVith 

Time^  „ 

Space  ^ 

Price  ^ 

Amount^ , 

Expires^  

With 

Time^ 

Space  ^ 

Price  ^ 

Amount^  _._ 

Expires^  


Remarks 


Daily  Sales  and 
Advertising  Record 


A  concise  record  of  your  daily 
sales  and  the  daily  cost  of  your  ad- 
vertising will  be  found  invaluable. 
For  this  purpose  the  following 
twelve  pages  have  been  arranged. 
Very  little  time  will  be  required  to 
keep  this  record,  the  form  being  the 
simplest  possible. 

After  you  have  kept  it  carefully 
for  a  few  months,  you  will  find  that 
it  will  indicate  with  a  good  deal  of 
certainty  just  what  your  advertis- 
ing is  doing  for  you. 

The  longer  you  keep  it,  the  more 
interesting  and  valuable  it  will  be- 
come, and  the  more  incentive  there 
will  be  to  make  each  month's  busi- 
ness exceed  that  of  the  preceding 
month,  or  that  of  the  corresponding 
month  of  the  preceding  year. 

Try  it.     Connnence  with    5^ester- 
day's  sales— not  with  to-morrow's. 


LAST  YEAR -JjPs.]S1:UjPs.I^^^_  THIS  YEAR 


1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
2T 
28 
29 
30 
31 


SALES 


ADVERTISING 


Total. 


ADVERTISING 


INCREASE  (Advertising),  $ DECREASE  (Advertising),  $.. 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


LAST  YEAR- FEIBi^U-A.R.l£"      THIS  YEAR 


2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 


Total. 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising).  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


LAST  YEAR      IXE  jPl  K.  C  MI  -  THIS  YEAR 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  rSales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


LAST  YEAR       jPl  F  I^  I  L       THIS  YEAR 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


LAST  YEAR    1>^  jO^  ^T        THIS  YEAR 


1 
2 
3 

4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
27 
28 
29 
30 
31 


ADVERTISING 


Total, 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


Total, 


LAST  YEAR       J  U  N  HI  -  THIS  YEAR 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


LAST  YEAR         tj  XJ  L  liT         THIS  YEAR 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


Total, 


LAST  YEAR -jPlXJCxXJST- THIS  YEAR 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales).     $ 


LAST  YEAR -SH:i=TH:ivr:BEI^ -THIS  YEAR 


1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising).  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


LAST  YEAR  -  OCTOBHIK.-  THIS  YEAR 


1 
2 
3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $ DECREASE  (Adverlising),  $. 

INCREASE  (Sales),  $ DECREASE  (Sales).  $ 


LAST  YEAR -]SrO\7E:ii<IBHlP5.- THIS  YEAR 


Total. 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


LAST  YEAR -DE:CE:]V[BEII^~  THIS  YEAR 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $. 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


10    ^J 


DRY  GOODS  BOOK 

By  CHARLES  AUSTIN  BATES 


